BrandExtract Builds Big Picture Brand for C&I Engineering
August 26, 2015
BrandExtract developed and helped launch a new brand for C&I Engineering, an engineering solutions company based in Louisville, KY. The new brand captures the firm’s big picture value in the midst of an increasingly competitive market.
Starting with a newly articulated Mission, Vision and Values, BrandExtract helped C&I Engineering shift the way they sell their company. Centered on the concept, “Big Picture Engineering,” the new brand expresses how C&I takes a broader perspective in order to truly understand the needs and goals of its clients.
To help differentiate the company from larger competitors that had begun to target the same markets, BrandExtract brought C&I’s commitment to “running it like they own it” to the forefront of the brand. The firm excels at looking beyond the immediate scope of a project to provide a more holistic solution with lasting impact for the client.
In support of C&I’s recruiting and retention efforts, BrandExtract surfaced the firm’s distinct company culture built around people and relationships. The new brand materials and website feature employee photos and testimonials to accurately reflect the opportunities, dedication and work environment found at C&I.
BrandExtract also helped the firm position Louisville, traditionally considered a mid-tier city, as a valuable recruiting asset by showcasing cultural highlights and its great quality of life.
The rebrand included an internal communications strategy with new mission, vision and values statement, website, new marketing collateral and sales tools, a recruiting program and brand launch event to roll out the changes to the internal team.
“We’re still the same people doing the same great work we have always done, with a reputation for quality, service and integrity. Now, we have a way to convey these things to the outside world, with a refreshed brand strategy, new marketing and recruiting materials and a new website that will help us communicate to a broader audience,” explained Rich Vance, Marketing & Sales Manager at C&I Engineering.
Visit cieng.com to experience Big Picture Engineering.
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