AEC Case Story

S&ME

 

Awards




S&ME, an ENR Top 100 engineering and construction firm, approached Hinge to develop a new brand that would better reflected their leadership position and separate them from their visually undistinguished competitors.

At the same time, they needed to resolve an ongoing branding challenge: after numerous acquisitions, the firm was operating under several different company names — which made it impossible to present a unified public face.

A brand to grow with

To fully understand the firm’s situation, we interviewed 30 clients and prospects and surveyed 564 members of their staff. Then we positioned them as an exceptionally versatile firm, which we captured in their new tagline:

Built for versatility

We also introduced an innovative new logo, built from a set of organic shapes that are configured to express flexibility and growth. We described this new positioning and brand identity in a short video.

Once we had built out key brand elements and codified the new look in a set of brand style guidelines, we turned to their website, which we approach with the same goal — to differentiate their firm. This award-winning site presents their new messaging and portfolio with new clarity and energy.

 

 
We also helped the firm consolidate their multiple brands under the S&ME name. Their “versatility” positioning made this easy, as each brand brought different expertise to the table. Under the new unified brand, each unit could continue to provide specialized services without diluting their expertise.

Brand launch video

 
To make the most of their investment, we helped S&ME orchestrate their brand rollout — both internally and to external audiences. One component was a deluxe hard-cover book that explained and illustrated their new brand and what it would mean to the marketplace. We also produced press releases, announcements, an ad campaign and training for their staff.
 

Elements of the Brand

S&ME logo

LOGO

S&ME fonts

STYLE GUIDE

S&ME business cards

BUSINESS CARD

S&ME brochure

CORPORATE BROCHURE

S&ME website

WEBSITE

S&ME mobile website

MOBILE WEBSITE

S&ME mobile website

MOBILE WEBSITE

What We Did

Branding

Research
Positioning
Messaging Architecture
Name Exploration
Logo
Tagline
Brochure
Stationery
Email Template
Brand Style Guidelines
Brand Book
Brand Rollout Plan
LinkedIn Ad Campaign
Brand Unveiling Video

Visible Firm

Visibility Research
Strategy & Plan
Guest Blog & Publication Opportunities
Speaking Engagements
Keyword Research
Ongoing Consultation

High Performance Website

Online Strategy
Web Architecture
Design
Website Development
Writing
Search Engine Optimization

visibility-consultation