Challenge
Associated Engineering (AE) is a Canadian-based, employee-owned
engineering firm with offices across Canada – specializing in the water,
transportation, infrastructure and environmental sectors.
Founded in 1949, over the past 20 years economic and competitive
factors had reduced the employee base from 1200 to 400. With the
consolidation of the consulting engineering community, AE faced stiff
competition from international companies. AE recognized the need for a
new image to effectively communicate the company’s value to its current
and prospective clients, partners and employees.
Action
The primary objective was to change AE’s image from "conservative"
to “progressive”. The rebranding was based on the results of an AE
customer survey stating the need to improve communications and project
delivery services. To support this goal, NextPhase produced a new
identity, positioning line, stationery, report templates, building
signage, safety hats, badges, logo wear, and a corporate identity style
guide. NextPhase also produced an ad campaign, marketing brochures,
presentation folders, PowerPoint presentation, trade show display and
website.
Results
NextPhase successfully implemented the rebranding program to assist
with AE’s long-term goal to position it as the #1 consulting engineering
firm in the transportation and environmental sectors. Stated AE’s
Manager, Strategic Development, Lianna Mah, “The new corporate identity
looks great. We've had excellent feedback from clients and competitors.
It's made a real impact and improved our visibility in the
marketplace...”
