Need
Rebranding to better position the firm’s proficiency in both architecture and engineering for marketing its services to the commercial and residential construction industries.
Background
Since starting business in 1994, LBB has expanded its presence with licensed engineers in 37 states, as well as an alliance with the international management consulting firm FMI. LBB provides structural design services for leading production homebuilders, including Ashton Woods Homes, Beazer Homes and Centex Homes – among many others. Commercial projects include office buildings, shopping centers, institutional facilities, condominiums, retirement communities and adult care living facilities.
Strategy
Having created LBB’s previous brand identity when the firm emphasized its engineering services, Technetium was ready to ramp up to the next level. The new strategy centers on positioning LBB’s innovative “Whole House Design” and “Integrated Design” concepts as competitive advantages appealing to residential and commercial builders, respectively.
Action
Collateral and the firm’s new Web site deliver this fresh brand message. The brand’s design style features a stronger architecturally oriented visual vocabulary while maintaining imagery speaking to structural engineering. The Web site now serves as LBB’s brand destination, providing an engaging experience aimed to build awareness and a sense of affinity with the firm. This invitation for prospective clients to connect carries through with the Facebook page we created. Technetium also has provided trade show support through booth/signage design, and e-blasts to a targeted list of building industry attendees.
Result
LBB is gaining increasing industry exposure as a firm fully qualified to provide a comprehensive range of architectural and structural engineering services. The firm performed preliminary design work on Universal Orlando’s The Wizarding World of Harry Potter immersive environment, which is scheduled to launch in 2010, and continues to make inroads in international markets.