Anyone who has run a construction project knows how little the office really sees: who turned up today, how long they stayed, whether the schedule is quietly slipping. Eyrus was built to answer those questions. Hard hat beacons and photo ID badges record attendance on site in real time, and daily logs from the field become reports and forecasts that help contractors deliver on time and on budget.
The technology was there. The story wasn’t. Few people outside the company understood what Eyrus did or why it mattered, and the marketing to date hadn’t produced results the team could see. The platform also served two groups with very different worries. Owners, developers and project managers wanted a clear view from the top. The crews and subcontractors on the ground were wary of anything that felt like big brother. One message was never going to win both.
We started with the parent brand. Eyrus already owned a distinctive sunburst, so rather than replace it we made it what it always should have been. We fixed the struts of the mark, raised the contrast and refined the colours into a palette of Black Pearl, Curious Blue, Alto Grey and Blaze Orange that can lean corporate or hands-on as the moment needs.
Strategy sessions with the team confirmed that the product really had two audiences, so we gave each its own sub-brand. We explored routes built on the insight Eyrus delivers, on-site visibility and the lens through which owners see a project, and none of them quite landed. The answer was two names with a clear job each. Apex, as in the apex predator, is the top-down view for owners and project managers. Axon, named after the nerve fibres that carry signals back to the brain, is how the workforce reports from the field. Both marks are cut from the Eyrus sunburst, and a bold X drawn from the brand ties the family together on screens, in print and in physical spaces.
We designed a new eyrus.com around the question every site manager asks: who’s on your site today? A sliding hero sets out the problem, then the site walks visitors through the platform, with Workforce Visibility in Curious Blue for Apex and Field Productivity in Blaze Orange for Axon, so each buyer can find their half of the story quickly and request a demo from any page. Dedicated solution pages explain Apex, Axon and the end-to-end platform.
Around the site we built the toolkit the brand runs on: a large bank of line icons for the product and for print, illustrations that explain how the platform works, and explainer films for Eyrus, Apex and Axon made in 3D.
Axon had to work for people in hard hats. We kept the app streamlined: a project overview with the weather, the day’s headcount reported against the forecast and how many daily reports are in, then logs, tasks, photos, notes and safety checks a tap away. Subcontractors submit their daily log from their phone, and the general contractor completes the day’s report with the push of a button. Axon’s orange and black make it unmistakably Eyrus while giving it a character of its own.
Apex is the other side of the same data. Its dashboard gives owners and project managers the day at a glance, from project alerts and the workforce required against the workforce recorded to critical hours and the weather for the week ahead, so they can spot schedule and safety problems early and act before they turn into disputes.
Alongside the brand and site, we took Eyrus to market. Our first paid campaign ran on LinkedIn, Twitter, YouTube and Facebook from 8 April to 19 May 2019, sending people to dedicated landing pages. In six weeks it brought in 84 qualified leads, from superintendents and project managers to vice presidents at contractors across the US, at $188.36 a lead. Before the campaign, the website was producing around three leads a month.
We followed it with search and video advertising on Google, Bing and YouTube, a campaign around Procore’s Groundbreak conference, print ads, flyers and a brochure, and the kit for trade shows: pull-up banners for Eyrus, Apex and Axon, a 10ft backdrop, business cards for every member of the team and stationery, along with a vehicle livery design. Wherever a buyer met Eyrus, on a phone, at a booth or in print, it looked like one company with two clear products.
In February 2022 Eyrus went on to raise a $12 million Series A.
Outfly, a London brand, marketing and product agency. From 2019 Outfly refreshed the Eyrus brand, created the Apex and Axon sub-brands, designed the website, the Axon app and the Apex dashboard, produced explainer films and trade show materials, and ran Eyrus’s paid lead generation campaigns.
They are the two halves of the Eyrus construction workforce intelligence platform. Apex gives owners, developers and project managers workforce visibility, with real-time attendance from hard hat beacons or photo ID badges, timesheets and forecasts compared with actuals. Axon is the field productivity app subcontractors and general contractors use to submit daily logs, tasks, photos and safety reports.
Its platform served two audiences with different concerns. Owners and project managers wanted a top-down view of their projects, while crews on site were wary of being watched. Giving each product its own name and colour let each audience hear a message about what mattered to them, while marks cut from the Eyrus sunburst and a shared X shape kept both in one family.
Running on LinkedIn, Twitter, YouTube and Facebook from 8 April to 19 May 2019, it brought in 84 qualified leads in six weeks at $188.36 a lead, from 710,279 impressions. Before the campaign, the Eyrus website was producing around three leads a month.
