Value–Engineering Solutions for a Better Tomorrow

Mathew Mikhail is an engineering genius. He’s practically grown up in Australia’s civil engineering industry working his way up from trainee to general management roles and consulting.

He launched MCC in 2022 because he saw a gap in the market for an engineering consultancy with a more practical approach to the end-to-end delivery of large-scale civil projects.

The more success he had in the market as a consultant the more he realised there was an even bigger value-engineering opportunity. To capitalise on this opportunity required a shift from being a solo entrepreneur to creating a company with a larger team. Enter Markd Global.

We realised early on in working with Mat that to be a successful engineer, you have to be super-detailed. The kinds of projects Mat works on are highly valuable, with complex stakeholders, and many moving parts. To be in the weeds could be the difference between project certainty and millions of dollars.

We told Mat that the world of brand marketing was different. Brands achieved success on the clarity of their messaging. We had to translate what was in his head and even his heart into something a 12-year-old could understand. Instead of complexity, we were looking for simplicity. Instead of forty pages, we wanted one.

Branding marketing was new ground for Mat, but luckily he agreed to go on a Personal and Company PX™ experience with our team.

Working with Mat across our global village, we did the following:

• Conducted a Personal PX™ experience to unlock Mat’s purpose and his gift of ingenuity – cleverness, heart, and intuition
• We translated our learnings into the Company PX™ Strategy and INGENIUS was born with the ‘i’ and the ‘us’ being pivotal to how the company would achieve its purpose of Engineering a Better Tomorrow
• Incorporated the cornerstone icon and IPS™ model as foundational to how Mat and his team value-engineered projects across a lifecycle
• We translated the strategy into an updated brand book and guidelines across online and offline brand assets and touchpoints including a new landing page website
• Created social media content and engaging videos to launch INGENIUS including empowering the team to actively use LinkedIn

In a matter of months, Mat was able to evolve from a solo entrepreneur into the CEO and Founder of INGENIUS with a purpose, clear strategy, value proposition plus a new team.

Everything was co-created with Mat supported by his mentor to ensure that he had full ownership of the strategy and execution on the other side of PX™.

We believe INGENIUS will make a mark, not just from a brand perspective but because it is driven by leader who wants to make a genuine difference to his industry and to inspire a new generation of engineering leaders.

“I went through a Personal and Company PX™ Strategy to develop my new business. It was interesting to see how my leadership, values, and purpose translated into the company strategy quite seamlessly. I feel INGENIUS will be a stronger brand and company because of it. We also worked with my mentor and the Markd Global team to craft the IP model that supports the value proposition based on what I believe can bring genuine value to the civil engineering industry. An authentic process that without a doubt aims to create unique brands and business models.”

Mathew Mikhail
INGENIUS CEO & Founder

Through PX™ we find the golden threads of purpose in leaders to inform the companies they create. Ultimately, we believe these will be the enduring companies of the future.

To develop your Personal and Company PX™ strategy, say hello@markdglobal.com.

Learn more about INGENIUS here.

For value-enginneres projects, connect with Mathew Mikhail here.