Close this search box.

Hines Corporation ‘Exists To Build Something Greater’ With the Help of Revel

NORTON SHORES, MI – Seeking to redevelop their brand and improve their marketing strategies, Hines Corporation turns to Muskegon-based creative agency Revel and receives a cutting-edge website with a bold brand promise.

Since 1985, Hines has grown in size and complexity through leveraging their expertise to acquire and improve industrial manufacturing companies. They felt it was time to refresh their digital presence via a new website and elevate their brand and marketing presence at the parent company level. To properly define their organization, they turned to Revel, and a rebranding project was born.

Many of the Hines Corporation companies have worked with Revel in the past for branding, marketing, and website development projects, including Johnston Boiler, Michigan Spring and Stamping, and Pacific Floorcare.

“Revel has earned high marks for the quality of service they have provided. So it was only natural that we considered them to perform the work required,” said Vice President Spencer Hines.We engaged Revel as an unbiased, third-party advisor to play a key role in helping us to better define the Hines Corporation brand.

Strategic “whiteboarding” sessions were held with Hines executives. This included conducting internal and external focus groups using surveys and providing a report of findings to share throughout the organization at each phase of the process. Hines operating companies then used these reports to better understand and communicate the corporate brand, provide feedback and better develop their respective brands at the operating company level.  

Revel was able to help The Hines Corporation establish a brand promise that represented their values and mission well:

The Hines Corporation promises to foster growth and inspire positive change. This allows our people to create energy efficient technologies, safer transportation and infrastructure, and healthier environments as well as give back to the community. By providing strategic, operational and financial support to our businesses, we empower our subsidiaries to operate their organizations independently, develop new markets, innovate new products and solve their customer’s’ problems. Through smart risk-taking, strategic planning and innovative thinking our companies are able to serve their customers at a world class level and to make a positive impact across the globe. Together, we can build something greater.

The big idea – “We exist to build something greater” – was created.

“The feedback I have received from internal and external participants regarding this project has been extremely positive,” said Hines. “I felt strongly that we would produce a high quality product and my expectations were surpassed! The Revel team brought their unique perspective and skillset to the table which enhanced the value of the project. They listened to our ideas and incorporated some of their own which resulted in a superior, collaborative, and value-added experience and finished product.”

For more information on Hines Corporation, visit them online at If you’re ready to take your marketing to new heights, get in touch with Revel at

Related Posts

Good Tuesday Reveal

Muskegon marketing firm’s $90,000 Giving Tuesday initiative helps put Kalamazoo nonprofit ‘on the map’

Revel used a 24-hour marketing marathon to create a free, comprehensive marketing campaign for Girls Build Kalamazoo
Read More

Top 5 Thanksgiving Movies of All Time

Take a cinematic journey with these Thanksgiving classics.
Read More

A Marketer’s Take on Rick Rubin’s ‘The Creative Act’

To cultivate a creative mindset, start by embracing the process of making art.
Read More
Scroll to Top