Background
The company is an engineering software sales and consulting firm that provides Siemens Digital Industries Software solutions consulting and PLM services to clients in the aerospace, energy, and maritime industries. Despite a strong reputation for technical expertise, the firm faced challenges in its brand perception, which did not align with its innovative services and modern approach. To address this, we embarked on a comprehensive brand overhaul aimed at revitalizing the company’s identity.
Objective
The primary objective was to create a fresh and contemporary brand image that resonated with target clients while reflecting the firm’s engineering expertise. This involved redefining visual elements, enhancing the look and feel of the website, and establishing a cohesive brand style guide. We specifically aimed to position the brand as a service provider and a peer to their aerospace customers.
Process
- Brainstorming and Collaboration
I collaborated closely with the PLM director, who was one of the partners at the firm and a key advocate for the brand overhaul. Together, we explored ideas to strengthen the brand’s alignment with our aerospace clientele. During this process, I shared my affinity for Star Trek and the idealism it represents, proposing a “retro-futurism” approach that would reference space-related iconography from sci-fi and popular media, including 80s Nintendo games. - Mood Board Development
To illustrate this vision, I created a retro-futurism mood board that captured the essence of our concept. This deck served as a visual guide, informing our brand exploration and helping the team align on the direction of the overhaul. The mood board featured vibrant colors, nostalgic design elements, and iconic imagery that would resonate with our audience. - Logo Development
Working closely with a talented graphic designer, we developed a new logo inspired by the retro-futurism theme. The design aimed to embody innovation and reliability, incorporating colors and elements that connected with the engineering field while also appealing to our tech-savvy audience. - Font Selection
We selected new fonts that complimented the logo and ensured readability across various platforms. The font choices are inspired by a cross-section of aerospace client logos, some of which are rocket launch and spaceflight services companies. It was important the fonts were both contemporary and versatile, suitable for digital and print applications, and enhancing the overall brand aesthetic. - Website Refresh
A comprehensive refresh of the firm’s website was undertaken. The new design focused on integrating the retro-futurism theme into a modern layout that leveraged the case studies and testimonials we had created, reinforcing their identity in the aerospace industry. - PowerPoint Template Design
To support client presentations and internal communications, I had developed custom PowerPoint templates. I updated them to incorporate the rebrand’s new visual elements and the retro-futurism theme. These templates provided a professional and consistent look, making presentations engaging and aligned with our brand identity. In addition, these templates were leveraged by application engineers in technical webinar presentations, as well as event presentations. - Brand Style Guide Development
To ensure consistency in brand messaging and visual identity, I created a comprehensive brand style guide. This document outlined the proper usage of the logo, fonts, color palette, and other design elements. The next phase of development was to be a full website overhaul, and these documents served as a reference for all marketing materials and communications. - Event Booth Graphics and Promotional Materials
Utilizing the new brand style guide, we developed a cohesive visual experience for our event booths. This included designing backdrops, slideshow presentations, and case studies, which helped present a polished and professional image to potential clients. We also created a suite of promotional materials, such as premium mouse pads, pens, logo-embossed journals, post-it notes, and custom-engraved Yeti coffee cups and water bottles. These items were strategically selected to reinforce the brand’s identity as a premium services provider and create lasting impressions with event attendees.
Results
The brand overhaul successfully transformed the Consulting Firm’s identity, leading to a modern and professional image that resonated with the company leadership team, staffers, and clients. Feedback from stakeholders indicated increased confidence in the firm’s branding and enhanced recognition within the industry. The refreshed website improved user engagement, and the new PowerPoint templates were well-received in client meetings.
Conclusion
This brand overhaul not only elevated the visual identity of the Consulting Firm but also aligned its branding with its core values and service offerings. By focusing on collaboration, innovation, and a distinctive client-first approach, the project positioned the firm as a forward-thinking service provider in the competitive engineering software consulting and services landscape.
