Beardsley, a 100-year old, New York-based architecture and engineering firm, was ready for change. Known primarily for their engineering services, the firm wanted to make their architectural services more visible, revisit their positioning, and refresh their aging brand identity.

First, we needed to get the facts

We conducted phone interviews with clients and prospects, and we asked employees to complete an online survey. Beardsley fared well against our AEC benchmarks, but their brand lacked clarity.

Fortunately, the data offered a way forward

Our research revealed that Beardsley had developed a reputation for seeing and tackling problems before they caused trouble. In addition, their broad expertise in architecture, engineering, and landscape architecture gives clients everything they need in one package. A new market position was born.


Next up? A memorable new logo

Beardsley is a modern, collaborative firm. They needed a logo that said all of this and more. So we developed a distinctive new mark that combines an organic shape with the letter b. Its colored components represent the three areas of their business. It was inviting, it differentiated them, and it just felt right.

Stationery and collateral were born





Today, Beardsley is well positioned to take on the crowded New York market. Their message is clearer and their reenergized brand is poised to break out and command attention.