ADD Inc
2008 REBRAND 100 Winners > notable
Industry: Architecture/Construction - Below: Before Image, Rebrand Images, Summary, Credits
Summary: Industry Setting - ADD Inc is in the New England, highly competitive marketplace for architecture and design firms in which established firms must aggressively retool their relevance and suitability for current design work. Challenge - • A new President replaced the retiring founding President who led for 35 years • The goal was to leverage historical strengths but align the firm with competitors who deliver sophisticated visuals, deep expertise and strong design Strategy - Targets • Current & Prospective Clients, Consultants, Peers and Employees Strategy for Brand Visuals • Primarily convey refined simplicity and sophistication • Secondarily convey an exuberant spirit (most prominent in marketing materials including the website and proposal packages) Strategy for Brand Messages • Portray the firm as distinctive expert advisors with a proven history of significant work who deliver inspired and spirited design • Change from focus on Projects to focus on Expertise (projects positioned as expressions of expertise in 5 practice areas and 4 services) Result - • Website statistics before and after launch reveal a dramatic 45% increase in visitors each day and those visitors stay 4 times longer • Staff proactively integrates brand visuals resulting in higher levels of quality and consistency throughout the firm: Design Teams (presentation titleblocks), Marketing (proposals, interactive presentations, website) and Operations (wall displays & room signage) Credits: Client: ADD Inc - www.addinc.com Brand Strategist/Designer: ADD Inc Branding Iron - www.addinc.com [back] |
