– Logo Design
– Brand Identity
– Thought Leadership
– Tracking & Governance
Creative Direction: Andrew Engel
Project Mgmt: Rex Hendrickson
Graphic Design: Charlie Ross
Copywriting: Lindsay Hein
Creative Support: Tony Notermann
Most construction firms pride themselves
on the same things…
So in order to standout, you must
is the only general contractor that builds relationships through education.
We started by speaking with the brand’s tribe, and found that their “Trends Presentation” was a primary point of differentiation.
By educating peers within the AEC category, Greiner was unknowlingly establishing itself as a thought leader with education at the very center…
Market Research lent perspective on the competitors and conditions within the market, which unearthed an opportunity in refreshing the brand.
To coincide with the newfound educational direction, we needed an identity that was more inviting but stayed true to the brand’s roots…
To truly own its educational direction, we rebranded “Trends” as “In Practice” – a multiplatform series to educate industry partners, clientele, and new talent alike.
This robust content model allowed
the brand to repurpose long-form
content for social media usage,
email marketing, and even in
YouTube / Podcast Episode