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
Brand Launch Support
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.