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Glotman Simpson is one of the West Coast’s major structural engineering firms. Over the last forty years, they have been responsible for the structural work on literally thousands of buildings. They have a superb reputation among architects and builders in British Columbia and beyond.
CHALLENGE
However, for the last number of years, due to the explosion of condo towers being built in the Lower Mainland, they have “gone where the work was.” They focused much of their energies and personnel on doing residential work. They were involved in projects such as the Woodward’s Redevelopment and the Olympic Village in False Creek, to name a few. With the financial crash of the last year, there is very little of this kind of work available now. So Glotman Simpson was faced with a shortage of work in the category for which they were best known.
However, for the last number of years, due to the explosion of condo towers being built in the Lower Mainland, they have “gone where the work was.” They focused much of their energies and personnel on doing residential work. They were involved in projects such as the Woodward’s Redevelopment and the Olympic Village in False Creek, to name a few. With the financial crash of the last year, there is very little of this kind of work available now. So Glotman Simpson was faced with a shortage of work in the category for which they were best known.
SOLUTION
We were hired by Glotman Simpson to help them market themselves in what is a difficult time in building-related industries. We worked with them to understand their business and their markets. We developed a strategy for them based on changing the perception of the Glotman Simpson brand in the eyes of their client base – architects, large builders, and bureaucrats in charge of institutional design projects. We developed a complete new brand for them, from an updated logo and stationery to an advertising and direct mail campaign that focused on several of Glotman Simpson’s most notable recent projects in the areas of commercial and institutional design. These projects included the Vancouver Convention Centre Expansion project, the Olympic Oval in Richmond, and the Langara College Library. Glotman Simpson had been perceived by their target market as competent but rather conservative. Their responsibility for the structural engineering in these large and complex projects gave us an opportunity to change this perception by focusing – in innovative, creative ways – on their innovative structural solutions.
We were hired by Glotman Simpson to help them market themselves in what is a difficult time in building-related industries. We worked with them to understand their business and their markets. We developed a strategy for them based on changing the perception of the Glotman Simpson brand in the eyes of their client base – architects, large builders, and bureaucrats in charge of institutional design projects. We developed a complete new brand for them, from an updated logo and stationery to an advertising and direct mail campaign that focused on several of Glotman Simpson’s most notable recent projects in the areas of commercial and institutional design. These projects included the Vancouver Convention Centre Expansion project, the Olympic Oval in Richmond, and the Langara College Library. Glotman Simpson had been perceived by their target market as competent but rather conservative. Their responsibility for the structural engineering in these large and complex projects gave us an opportunity to change this perception by focusing – in innovative, creative ways – on their innovative structural solutions.
RESULTS
The nature campaign really stood out in each publication to achieve a high retention rate. Glotman Simpson owned this campaign style because no other engineering firm came close to our campaign creative.
The nature campaign really stood out in each publication to achieve a high retention rate. Glotman Simpson owned this campaign style because no other engineering firm came close to our campaign creative.
PROJECT SCOPE
ADVERTISING
ART DIRECTION
CONCEPT DEVELOPMENT
ADVERTISING
ART DIRECTION
CONCEPT DEVELOPMENT
