10 Year Facelift

Updated brand and website to drive firm’s growth goals following its 10-year anniversary.

CLIENT

Metro Consulting Associates

INDUSTRY

Architecture, Engineering, and Construction (AEC)

AE ROLE

Brand Strategist
Website Wireframe Organization
Content Development
Copywriter
Vendor Management

BACKGROUND

The original Metro Consulting Associates (MCA) website was created 10 years prior when the company was founded, with little to no updates in between. The dated website used outdated, clunky technology and no longer represented MCA as the dynamic organization it matured into.

At the same time, MCA did not have an established brand strategy, platform or guidelines—the foundational elements required to develop a website that engages prospects to convert leads. It was the classic example of putting the cart before the horse.

Brand Messaging Toolkit

Refreshed Logo Design

Brand House

Style Guide: Logo Usage

Style Guide: Brand Textural Elements

GOALS

Establish a brand platform and guidelines that capture the verbal, visual, and emotional attributes of the organization to inform all marketing.
Overhaul website to reflect current brand and business model.
Build brand awareness and credibility with target audiences.
Attract new business, nurture existing clients, and drive talent recruitment.

STRATEGY

Brand:

Worked with cross functional leadership team to develop brand positioning and messaging toolkit.
Collaborated with creative design vendor on updating the visual identity and style guide, including a refreshed logo, aligned with marketing best practices.

Website:

Applied a multi-phase approach since an immediate refresh was required by leadership.
First launched an intermediate one page scrolling site that reflected the new brand and messaging while concurrently developing a more complex WordPress site launched 6 months later.
Developed blog and e-newsletter web features two months post launch.

RESULTS

Completed project on time and below budget.
Project exceeded client expectations.