BRAND RESTAGE | BUSINESS SCALE-UP
Transforming a 3D service provider into a virtual construction consulting company
In its tenth year, the client had a well-established place in the AEC industry, providing 3D technology to support design and construction projects for some of the world’s largest corporations. The CEO asked BRANDKIND to help restage the company, with virtual construction services being its new lead offering.
THE CLIENT'S BRIEF
In a space that was quickly becoming undifferentiated, our client was looking to reestablish its leadership position and prepare for its scale-up.
BRANDKIND helped the company segment and prioritize its target audiences. AEC decision-making is layered, so we designed a strategy that worked across all segments. We workshopped with the client to arrive at a positioning that elevated ZELUS from a technical services provider to a technology consulting partner.
STRATEGY DEVELOPMENT
Through our Impact Workshop process, the team explored insights and possibilities, arriving together on a new strategic direction for the company.
The company’s new tagline embodies the company’s work, ambitions, and passion. Possibilities Through Perspective provided the story arch we created for ZELUS. We rewrote the origin story, its brand, and service messages and developed the company’s unique perspective on sustainability with technology for the industry. All this work created springboards for the company to build campaigns around.
BRAND POSITIONING
We prepared a new foundation for the brand, allowing it to build a skyrise of brand messages to inspire the industry.
SERVICE DEVELOPMENT
We helped the client revamp its tech stack to relate to different levels of adoption readiness, organizing over two dozen delivery types into three consulting services.
The company evolved from being a 3D imaging company into providing cutting-edge technology for high-profile clients with a lot at risk. This organic expansion meant that the company competed with small, agile competitors as well as clients' in-house capabilities. We tactfully arranged the service offering to create flexible ways to engage new clients and also introduce new services to existing clients.
The brand restage called for visual support to show the industry pace-setter status of our client. We curated a set of visual story-telling assets and helped train the team on how to apply these to effectively build a consistent brand.
BRAND IDENTITY
We revamped the brand identity kit, carefully building quality cues and differentiation to allow our client's incredible work to speak for itself.
The client invited BRANDKIND back to bring our brand repositioning strategy to life. We completed a website refresh, leading with the new set of services and how they benefit the targeted decision-makers. We updated the brand design to reflect the quality of work that prospects should expect from the client. We also prepared a statement of qualifications that re-inforced the client's leadership position.
SALES SUPPORT & WEBSITE
We built a set of sales and marketing tools to inspire and elevate the AEC industry's game.
Marketing and sales performance metrics have improved since the brand relaunch.
Our work, more importantly, helped the CEO reorganize the company, aligning the team to its new strategic direction and service lines. It has also helped clarify technology-related investments, skills development, and partnerships. The client has also secured new business quickly since the brand relaunch.
OUR RESULTS
With a clear and inspiring strategic direction, the brand is performing better, and the client enjoys a team that is invigorated and welcoming of the realignment changes that followed.
