Over the past year ADwërks has worked with its client DGR Engineering to help redefine and modernize its brand.
The firm has been around for more than 60 years, and as their business grew, their number of clients, employees and locations grew as well (branches in Rock Rapids, IA, Sioux City, IA and Sioux Falls, SD). And you don’t grow as large and successful as they have without running into a few snags along the way. So they turned to ADwërks for help.
DeWild, Grant… Who?
Part of the rebranding process involved revisiting their company name. Since 1952 they had been known as DeWild, Grant, Reckert and Associates, named after the original founding partners. The problem was that today it’s an employee-owned firm, and the founders’ connection and relevance to the company has ceased, making it hard for clients and employees to relate to. Not to mention the name was a bit of a mouthful and a little confusing, spawning many different variations, from DeWild, Grant and Reckert to DGR Consulting Engineers.
So we suggested they officially change their name to DGR Engineering – concise, memorable and descriptive, without deviating too much from their roots. And this way the name remains consistent across the board.
Who Am I? Why Am I Here?
A crucial part of the rebranding process involved brand discovery. We helped the company discover and define who they truly are as a brand. We did this by meeting with a few employees at each location and subjecting them to rigorous interviews and tortuous self-realization; but it was ok because we brought them food. In reality, we only helped these employees have a great open dialogue; we just took notes. We asked them questions that got them thinking and talking about the company and brand, who they are and what they stand for – discussions you don’t normally have with your co-workers day-to-day.
The interviews helped us create a brand manifesto that solidified what everyone was thinking. The manifesto established and redefined their brand, producing a mutual understanding of their brand identity by every employee and creating brand unity across the company as a whole.
New Look, Same Great Brand!
With the interviews finished and the new name established, we went to work, creating a bunch of new materials including a brand new logo, website (desktop and mobile using responsive design), brochure, brand standards manual, the aforementioned brand manifesto, marketing materials, the photography that was used in these materials, plenty of new stationery and business documents, and finally a press release announcing the newly rebranded company and its new logo.
All in all we had a great time helping a great company. The entire experience was rewarding for us and we are proud of the work that came out of it.