SGH

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 that the brand that brought them to the present wasn’t 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.

They felt that their brand didn’t fully represent their capabilities and who they’ve become, and felt that a new, concise brand identity could help them pave the way towards a stronger, more unified future. 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.

For more than a year, we took strategic initiative to identify and answer the question central to SGH’s brand revitalization: who, and what, is SGH? After multiple surveys, town halls, and one-on-one interviews, we created and presented a comprehensive report on our findings and messaging. 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.

By the numbers

Strategic consulting numbers add up to branding success.

Our consulting experience

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 multiple brand materials that reflect the company’s best-in-class reputation. Key marketing materials 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 properly 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.

From something as small as an email signature to materials as important as business proposal (wording) templates and even the feel and design of their new office space, SGH now has a consistent, appealing, and aspirational visual language through which they can express their core values and beliefs.

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