C&I’s brand needed reinvigoration to remain competitive in a changing market. Bigger engineering firms in the market had started offering similar services and going after the same midstream refinery and petrochemical clients, a key industry sector for C&I. The firm was also experiencing a large amount of employee turnover, as these competitors attempted to lure away top talent.
The firm needed a refreshed brand to encourage cohesiveness, employee longevity and help communicate the big picture to clients. Additionally, C&I needed to rethink their web user experience for customers, prospective clients and jobseekers.
We began by assessing the existing brand, including conducting a competitive study and interviews where we spoke to both clients and employees to figure out the internal and external perceptions of the company. The assessment revealed gaps in the organizational process, messaging and structure, which contributed to weak sales close ratios and higher than average attrition.
We developed the brand concept, “Big Picture Engineering,” to describe the firm’s full service perspective, consultative approach and “run it like we own it” attitude. After framing this new position, we refreshed the company’s look and feel and created stronger messaging. To aid recruiting efforts, we made the visual brand more people-centric. We helped reinvent C&I’s mission and vision to resonate and inspire the company, setting it on a new path forward.