HCP Associates Repositions SiteServe to Own the “Dirty Dirt”
New brand, digital platform, and newsroom align SiteServe’s identity with the toughest sitework and infrastructure projects in the region
TAMPA, Fla. (January 28, 2026) — HCP Associates has completed a comprehensive brand enhancement, market repositioning, and full digital platform build for SiteServe, a Tampa-based full-service site development and groundwork contractor.
SiteServe delivers end-to-end site development services for complex commercial, institutional, and infrastructure projects throughout the Tampa Bay region and beyond. As the company entered a period of accelerated growth, marked by expanding capabilities, increased fleet investment, and major anchor projects, leadership identified the need for a brand and digital presence that accurately reflected SiteServe’s scale, credibility, and problem-solving expertise.
HCP Associates partnered closely with SiteServe’s leadership and sales teams to clarify positioning, refine messaging, and strengthen the company’s market authority in a highly competitive construction environment. The engagement included strategic brand enhancements, a refined corporate identity system, sales and business development collateral, social media content themes, and the design and development of a new client-facing website built to serve as a central credibility platform for growth.
“From a sales perspective, we needed a brand and website that matched what we’re actually doing in the field,” said Michelle Walker, Sales and Business Development at SiteServe. “The new corporate identity, sales materials, and digital presence give us confidence walking onto sites and into meetings. Everything now feels consistent, professional, and aligned with the scale of work we’re equipped to handle.”
Rather than over-polishing the brand, the repositioning focused on strength, capability, and earned confidence, reinforcing SiteServe as a contractor built for complex, demanding site conditions where precision, speed, and accountability matter most.
“The objective was alignment,” said Eric Polins, Managing Partner at HCP Associates. “SiteServe had outgrown its previous digital and brand presence. Our role was to sharpen the story, modernize the platform, and build a flexible system that could scale across sales, marketing, and real-world field applications without losing its edge.”
As part of the engagement, HCP also developed a full online newsroom and digital media kit designed to support earned media, project announcements, leadership visibility, and long-term SEO value. The newsroom serves as a centralized hub for press releases, project updates, and brand assets, reinforcing SiteServe’s credibility with media, partners, and institutional decision-makers.
To further reinforce the repositioning, HCP helped formalize and launch Dirty Dirt as an owned brand narrative, defining the language, tone, and content framework around the hardest sitework conditions SiteServe is built to handle. The Dirty Dirt platform anchors messaging across digital channels, sales conversations, and future campaigns, clearly signaling SiteServe’s authority in complex, unforgiving environments.
The newly launched website, newsroom, and content framework establishes a modern, credible foundation designed to evolve with the company, supporting project storytelling, leadership positioning, and future marketing initiatives. Brand and messaging systems were intentionally built to scale across proposals, presentations, social channels, and field assets, ensuring consistency and recognition as SiteServe continues to grow.
Building on this foundational work, SiteServe and HCP Associates are currently exploring a Phase II engagement focused on ongoing marketing strategy, content development, public relations, and long-term brand stewardship.
“We see this as the beginning, not the finish line,” said Chris Bodie, Founder and Principal of SiteServe. “The first phase gave us a strong foundation and a brand we’re proud to stand behind. As we continue to grow and take on larger, more complex projects, the next step is making sure our marketing and visibility keep pace with where the company is headed.”
About HCP Associates
With over 40 years of experience, HCP Associates is a research-driven branding and communications firm specializing in strategic positioning, identity systems, digital execution, public relations, and cinematic storytelling. HCP partners with organizations across diverse industries to build brands that are clear, credible, and built for long-term growth.