How Lingo helped a 30-year-old GC rebrand and turn credibility into contracts

The Challenge:

A Strong Safety Record, A Brand That Didn’t Show It

NYI had removed over 20 million square feet of asbestos and lead hazards—but their brand didn’t prove it. As a non-union firm in a union-dominated industry, perception was everything. Their outdated identity and cluttered website weren’t just forgettable—they were costing them business.

• They blended in instead of standing out. Their branding lacked consistency and authority.
• Their website was getting spammed. A slow, outdated WordPress site was attracting junk leads instead of serious contracts.
• Their own team wasn’t aligned. Without internal buy-in, safety wasn’t seen as a competitive advantage.

NYI didn’t just need a facelift—they needed a brand that made safety their strongest asset.

The Insight:

Safety Isn’t Just a Promise—It’s the Selling Point

Clients don’t just buy asbestos removal—they buy confidence. But NYI wasn’t telling that story. Their expertise meant keeping projects violation-free, avoiding fines, and preventing costly delays—a huge competitive edge that wasn’t being communicated.

• Perception builds trust. A strong brand signals credibility before a project even starts.
• Compliance impacts contracts. Firms hiring NYI needed assurance they were protected—from violations, job site delays, and unnecessary risk.
• The team had to buy in first. Without employee alignment, "Know You’re Safe" would just be words.

We had to turn compliance into confidence—for both clients and the NYI team.

The Solution:

A Brand That Made Safety Work for Them

Through brand strategy, we helped NYI commit to "Know You’re Safe"—not just as a tagline, but a positioning strategy that built trust at every touchpoint.

• Refined messaging that made compliance their differentiator.
• A Webflow-powered site that cut junk leads and showcased credibility.
• A lead-gen system that pre-qualified inquiries, bringing in serious contracts.
• Internal alignment workshops that connected employees to the brand—leading to a 35% drop in compliance violations.

Now, NYI doesn’t just talk about safety—they prove it before the first handshake.