Fresh off the bus: NCI Building Systems

Building the strategy behind great building solutions


  • NCI essence brochure
  • NCI corporate accounts brochure
  • NCI ad and display

As a leading manufacturer of metal coatings, components and buildings for nonresidential construction in North America, NCI is a complex, multi-billion dollar, publically traded organization that has grown through numerous strategic acquisitions and mergers over its impressive, 30-plus year history.

With a powerful portfolio comprised of 19 subsidiary companies and constituent sub-brands, and with thousands of employees nationwide, NCI needed a common purpose to guide its internal vision and drive a competitive advantage in the marketplace—and in so doing, break down its past behaviors and existing silos, evolve its culture, create alignment and foster future growth.

In order to help achieve this objective, Bailey embarked on a months-long journey alongside senior executives to uncover deep insights and perspectives with which a solid foundation could be laid for a new mission, vision and purpose spanning the entire organization.

“We create great building solutions every day.” This simple, resonant message—and the core values associated with it—helped create a unifying ideology all employees could contribute to, regardless of their function or stature within the company.

Bailey worked closely with NCI to plan and roll out the new purpose companywide, across myriad touch points and forums, from the leadership team to middle management to employee town hall meetings and events. Other collateral spanned digital communications including intranet, email and newsletters, as well as CEO leadership videos, and new signage and communications throughout the company’s offices and manufacturing plants.

Our efforts created a complete shift in company culture, ensuring the entire organization aligned itself on a clearer story and message internally that will ultimately be relayed to its external customers and stakeholders.