Explore how a new perspective helped engage and reinforce the value of ECC°
For engineering and construction professionals looking to thrive, the ECC Association supports industry advancement through programming that provides unique perspectives on growth. The BrandExtract team strived to provide clarity of the organization, its mission and purpose, and expand the brand beyond its annual conference. Discover how our team built a brand driven by leadership and fresh thinking, and integrated it into ECCs new digital experience.
What We Did
- Strategically reposition the brand
- Redefined perception in the marketplace
- Ensure the future and sustainability of the organization and conference
How We Did It
- Assessed the brand perception across members, stakeholders and competitors
- Developed a new brand identity, brand position and messaging
- Launched a new website and developed updated annual conference collateral
ECCs brand needed to be revitalized to remain a leader in a competitive market. The challenge for ECC was to remain engaged and reinforce the value of the organization for both owner and contractor audiences throughout the year. Many of their stakeholders also didn’t understand the real mission of ECC Association.
Since the mission of the organization encouraged networking, innovation and exchange of ideas between owners, contractors and academics — ECC needed a brand that reflected fresh thinking and unique perspectives. Additionally, ECC needed to reconfigure their web user experience for their members, prospective members and stakeholders.
We began by assessing ECCs existing brand and digital experience, which included stakeholder interviews that revealed the internal and external perceptions of the organization. The assessment displayed a lack of clarity of the association, its mission and purpose, which contributed to stagnant member participation and brand awareness. Our team transformed ECC to effectively present the value proposition of the organization and ensure long-term sustainability.
We developed the brand concept, “Perspectives - Shift Your View,” to describe the association’s support for industry advancement through programming that provides unique perspectives on the industry contributing to business and personal growth. After framing the new positioning, we revamped the association’s look and feel, and crafted stronger messaging to support their new brand. With brand consistency in mind, we renamed their annual conference and created fresh collateral to reflect the new brand. We helped reposition ECCs mission and vision to focus on building leaders and encourage exchange of ideas, setting it on a new forward path.
To generate brand awareness and excitement, ECC revealed their new brand and digital experience during their annual conference, giving attendees a sense of involvement in the association.
The organization experienced improved online visibility with the development of its new website. We delivered a robust content strategy, improved user experience, and provided a highly responsive and mobile-friendly website that serves the needs of their audience. In turn, ECCs new brand clearly communicates the mission and purpose of the organization, and the value it brings its various constituents.
Additionally, ECC is now able to better communicate with its audience to provide conference resources and insights and context beyond the conference as well as programming for its Future Leaders program, resulting in a broader perspective of the industry.
View their new website at ecc-conference.org.
“BrandExtract helped us set the foundation for a new direction for ECC. Our powerful new brand, visuals and online presence has been well received among our stakeholders. The new brand and website addresses the true and unique value of ECC and our mission.”
— Tara Wilson
Manager at ECC Association since 2002