How can a respected engineering firm display performance beyond expectation?
Intro
Simpson Gumpertz & Heger (SGH) is a national engineering firm committed to solving their clients’ most complex challenges. They leverage their collective and diverse experience, technical expertise, and industry knowledge to deliver unrivaled, comprehensive solutions that drive superior performance and advance the meaning of what’s possible.
Starting with Strategy
Despite their cornerstone presence in the industry, SGH recognized their need for a brand that could accelerate their growth into the future. In early 2019, they decided to take a comprehensive look at their business and marketing materials to better align their messaging and vision with their reputation as an industry-leading engineering firm that tackles difficult problems.
At this stage, SGH came to the table with a challenge: how do you innovate on the innovative? How do you take a cutting-edge engineering firm at the top of its game and push it to even greater heights? As with all our projects, we started with a plan.
After multiple surveys, town halls, and one-on-one interviews, we created and presented a comprehensive report on our findings and messaging recommendations. Our report identified the central themes that clients and employees used in relation to SGH, and provided a clear messaging baseline for the next phase of SGH’s brand journey.
332
participants in internal surveys
226
participants in SGH town halls
94
responses to client surveys from across the globe
31
1-on-1 client interviews
What came next? Click through the steps below.
1
Discovery
Research gave SGH the understanding and confidence they needed to better define who they are.
2
Key Messages
With new clarity of vision, SGH developed core messaging to provide authentic, compelling experiences to clients and team members.
3
Logo Redesign
Our creative process started with the development of a modern, timeless logo that emphasizes SGH’s bold vision for the future.
4
Brand Guidelines
From the logo came the brand guidelines that coordinated marketing efforts and got the team rowing in the same direction.
5
Website Redesign
A website is a business’s most valuable marketing material, and the development of a compelling website to showcase SGH’s people and thought leadership was central to this project.
6
Brand Launch Support
Launching a new brand can be hard, so strategic planning is critical to help soften the switch to a new, more focused vision and direction.
7
Business Materials
Proposals, internal memos, business cards, and more make up the “on-the-ground” side of a redesign, and emphasizing functionality and everyday use was an important part in ensuring organizational adoption of the new brand.
Branded Materials
To help keep the heart of SGH on brand and on track, we developed new brand materials that more closely reflected the company’s best-in-class reputation. Key marketing assets such as proposal booklets stand alongside recruiting postcards, careers brochures, brand photos, and business cards to help convey SGH’s core values and stance that bold visions require bold thinking.
The logo presented a unique challenge, as we believe a logo should act as the emblem of a company, as the physical, tangible embodiment of a brand’s values and aspirational goals. In this case, we were focused on creating something powerful and unique that could convey the innovative nature of SGH’s work and history and better express their newly refocused mission and values.
This logo redesign acted as the starting point for conveying SGH’s newly identified strategic messaging and jumpstarted our creative process of embedding this messaging in all of SGH’s marketing materials.
/
Related Work
Curious to see more?
