Problem

Al.Neyer, a company with a 130-year legacy in construction and real estate development, wanted to move beyond its history and into a new chapter of ambitious growth. Further, the Al.Neyer name was strongly associated with a family-owned construction company, limiting the perception of its diverse capabilities. As the company expanded into four distinct businesses – construction, real estate development, investments, and architecture – it needed a brand that could unify these offerings and communicate a contemporary, forward-thinking message to customers and employees.

Solution

Merus: Drawing from Latin “mirus,” meaning worthy, remarkable, and merit. The us” ending speaks to the company’s commitment to its community and 100% employee-owned structure.

With any major corporate rebrand, the Lexicon Branding team conducts employee research and executive interviews. Employee research revealed a desire for a more innovative, strategic, and leadership-oriented future for the company, with a focus on being a “game-changer” in the industry. Said another way, Al.Neyer’s employees and leaders were ready for a new chapter.

Merus reverences Al.Neyer’s legacy of delivering remarkable work, yet signals a new era of  growth across the organization. The name Merus is smooth and sophisticated in both structure and sound. Under Merus, all employees play a critical role in shaping the company’s future.

Our transition to Merus reflects who we are today—a company rooted in trust and expertise, but focused on the future. We’re committed to driving value, delivering exceptional results, and serving high-growth markets where we see opportunity for our clients, investors, and employee-owners. The Merus name and look signals an exciting next chapter for the company.

Molly North, CEO
Merus

What Is The Value of a Lexicon Created Brand Name?

Truly effective names deliver fundamental value — they drive revenue. They give power and momentum to new ideas. Creating an effective name is not just a good thing, it is essential to success.

Here’s how we create them:

What We Do