Background
One of Australia's largest development consultancies, renowned for its expertise in land surveying offered a multitude of additional services including landscape architecture and urban design. However, the landscape architecture and urban design team found themselves overshadowed by the technical aura of company's original service offering. Despite the team's remarkable work, the corporate brand lacked the sophistication and creative appeal necessary to attract attention in their respective markets.
Challenge
Lack of recognition: The landscape architecture and urban design team were often overlooked within the company's portfolio of services.
Inconsistent branding: The existing corporate brand did not resonate well with the creative aspect of the team's work.
Limited awareness: Potential clients were unaware of the team's scale and impact in the market.
Limited business development: The team didn't feel they had the resources to confidently sell their services.
Strategy
Understanding the need for a comprehensive rebranding effort, but the hesitancy from leadership, we embarked on a journey to infuse a fresh, modern sophistication into the team's collateral while retaining the cherished logo of the parent company. The strategy involved:
Stakeholder Consultation: Through workshops with key internal leaders, we gained insights into the client's goals, target markets, and unique approach. Comprehensive competitor analysis and internal workshops helped in defining the team's value proposition.
Graphic Design: A minimalist palette of soft gray was introduced to complement the full bleed images showcasing the team's work. Clean lines, ample white space, simple icons, and modern typography were employed to maintain brand consistency with a contemporary twist.
Photography & Videography: Vibrant images and renderings were strategically incorporated to highlight the team's best projects, showcasing their diversity in project types, scale, and locations. Additional shoots were coordinated to enhance marketing materials.
Content & Copywriting: A discovery session revealed a lack of awareness among clients regarding the team's service offerings. To address this, we crafted sections like "Who We Are" and "Our Approach" to establish credibility and trust. Projects were clustered into project types, each accompanied by tailored content highlighting its unique benefits. Comprehensive copywriting ensured engaging and informative content throughout.
Outcome
The revitalized collateral, particularly the inaugural brochure, served as a powerful tool in business development calls and as leave-behinds. The modernized brand identity successfully captured the essence of the team's creativity and expertise while aligning with the company's legacy. Clients now have a clearer understanding of the team's capabilities and are drawn into the creative process through engaging content and stunning visuals. Staff participation in business development activities increased significantly.
Conclusion
By strategically combining graphic design, photography and content development, we successfully elevated the landscape architecture and urban design team's brand presence. The tailored approach not only addressed existing challenges but also positioned the team as a formidable player in their respective markets, paving the way for enhanced visibility and business growth.
Comments