How can a national engineering firm create a better experience — and be better for the experience?
Intro
Five years of rapid growth through acquisitions led Consor Engineers to pause, take a fresh look at their brand, and determine whether it was still reflective of the firm they had become — a nationwide engineering firm specializing in water and transportation. Consor Engineer’s transition from regional leader to national expert served as an opportune time to revitalize their brand — honoring their legacy while uniting the team under a banner that reflects their unified mission.
Starting with Strategy
While the Consor Engineers name is relatively new, the firm is the product of over a dozen small regional businesses who bring years of experience working in local communities around the United States and Canada. A change in firm leadership in late 2021 acted as a catalyst for change as the organization recognized a greater need for unity and collaboration.
To meet their aggressive timeline, multiple projects needed to run on parallel paths. We started by conducting multiple surveys, town halls, and one-on-one interviews to better understand what truly made Consor Engineers unique. This led to a new brand architecture that included key messaging and core values for the next phase of Consor Engineer’s journey.
512
participants in internal surveys
62
participants in Consor Engineers town halls
What came next? Click through the steps below.
1
Discovery
Research identified the inherent values of collaboration, ownership, and respect that reside within Consor Engineers.
2
Key Messaging
Consor Engineers developed key messaging and core values that reflects the firm’s emphasis on local relationships supported by their national expertise.
3
Logo Redesign
The new logo represents their two areas of expertise — water and transportation as well as their forward thinking approach. The light blue horizon highlights Consor Engineer’s positive impact while the lowercase type of their sans serif font offers a friendly and approachable feel.
4
Brand Guidelines
A diversified color palette, a unique font combination, and unique ownable patterns are part of Consor Engineer’s brand standards.
5
Website Redesign
All aspects of the new brand were carried into their new website that showcases Consor Engineer’s impressive projects and highlights the authenticity of their people and culture.
6
Business Materials
Updated proposals, business cards, pop-up banners and stationery powerfully represent the Consor Engineers of today.
Branded Materials
True to their collaborative spirit, the Consor Engineers team was intimately involved in the brand creation process — ensuring that each voice was heard and that every detail of their brand reflected the firm they had become.
Consor Engineer’s brand revitalization centered around a promise of delivering a better experience and leaving everyone who crosses their path better for the experience, and this core message has played out in everything from how team members live out organizational behaviors to the branded materials that showcase the services they deliver.
Revealing the New Brand
When the time came to reveal its updated brand, Consor Engineers sought guidance on how to manage an internal, nationwide brand launch to its team. This led to the development of a launch video to both generate excitement and connect team members far and wide.
Spend a few moments with the Consor Engineers team and you’ll realize they are genuine individuals with high levels of integrity and grit. Voice actors were unable to fully capture Consor Engineer’s spirit so an employee was called upon to speak to their experiences and tell Consor Engineer’s story – their way. What was the result? A compelling and authentic view of Consor Engineer’s new brand through their own lens.
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