Construction has a tangible impact on communities: noise, dust, detours and disrupted routines. For decades, this impact has been communicated in a defensive, technical and distant way. MAP Group chose a different path, supported by Shift’s strategy and creativity.
MAP Group positions itself as a construction company that doesn't just build buildings, it builds trust. A brand that understands that reputation isn't only managed in the media, but day by day, alongside communities.
If construction disrupts, communication must compensate. Humor, courtesy, and proximity become strategic reputation tools, applied exactly where the brand is most vulnerable.
A perceção negativa associada à construção é estrutural: incómodo, ruído, tensão com a vizinhança e ausência de diálogo. Num contexto onde reputação e aceitação social são ativos críticos, esta realidade representava um risco constante para a marca.
The challenge was clear:
Shift developed a cross-cutting, simple, and replicable approach capable of transforming the construction site into a space for positive communication, without resorting to traditional advertising.
The solution involved:
Construction site signs ceased to be merely informative and became points of dialogue with the community. Messages that acknowledge the disruption, ask for understanding with respect, and create emotional proximity.
The communication generated spontaneous and positive feedback from neighbours, demonstrating empathy and acceptance. It was validated by Project Owners, who began actively seeking to associate their brands with the project. The earned media coverage, notably in leading outlets such as O Jornal Económico, reinforced MAP Group's differentiation in the construction sector and contributed to the consistent strengthening of its institutional reputation.
As one Project Owner summarized:
"We welcome with pleasure the purpose of creating a relationship with the surrounding community, mitigating the general disruption that any construction generates, with touches of humor and courtesy."
