From Strategic Plan to Brand Strategy Development

An employee-owned engineering and consulting firm based in the Midwest developed a bold Strategic Plan and needed a unified Brand to help employees tell their story to potential hires and current + new clients.

• The company brand was over 60 years old and had grown exponentially over several decades. It was time to look at a brand refresh.
• There were multiple stakeholders to consider across a 6,000+ employee-owned organization. In addition to helping the client define a brand committee, 300 employees were surveyed, and 30 stakeholders were interviewed to uncover common themes for what’s working and not working within the existing brand, especially tied to the new strategic planning cycle.
• Once a point of view started to take shape, emerging leaders participated in focus groups to ensure all groups were heard and diverse points of view were considered.

• WeekdayRx guided all decision makers to a brand look and feel. We developed the final design system including the logo, typeface, and final messaging framework connected to a brand positioning statement within a series of workshops that included groups as large as 30 and a roll-out Brand Camp for up to 300. Our team created a consensus among the company’s leadership. It facilitated the creation of the design system for the company while helping employees understand the power of cohesive storytelling through a Brand System.
• The company’s leadership is now working on Web 2.0 and other brand initiatives in a multi-phased approach!