Project: The Engineers
JABLONSKY, AST AND PARTNERS
One of the largest structural engineering firms in Ontario needed a facelift. Over 70+ years the firm has built a huge client base and have been responsible for countless prominent high-rise engineering projects across the GTA and Southern Ontario. But they’d never had a clear, structured, standout brand. To help them succinctly describe themselves, and attract and retain new talent, Clap Clap Creative got stuck in.
Complete rebrand
VERBAL BRANDING
We started with a new verbal brand identity. To find the true voice of the firm, we ran collaborative discovery sessions in various small groups across partners, senior leaders, intermediate staff, and recent starters. Combining everything we learned, we created new vision and mission statements, values, and positioning that perfectly mirror the ambitions and culture of Jablonsky, Ast and Partners.
VISUAL BRANDING
With the verbal branding complete, we moved on to the visual branding. We updated the firm’s old logo, colour palette, and fonts, which were in need of a refresh. The result was a more sophisticated reimagining of their former branding, to create more consistency and appeal in their visual appearance.
New website build
WEBSITE DESIGN
Working closely with the team at Jablonsky, we designed a wholly new website, based on our new brand identity. We stayed aligned through iteration — receiving sign-off at multiple stages: sitemap, lo-fi wireframes, and hi-fi wireframes.
WEBSITE DEVELOPMENT
Once we were aligned on website look and feel, we built the site. Through continued iteration and collaboration, we refined the wireframes as we built the site, working to the client’s timeframes.
WEBSITE CONTENT
We created all content for the new website — managing multiple rounds of reviews with the client — as the former website was out of date and out of style.
Content strategy
This client had never spent time or energy to develop or share content about their firm or the work they did. However, they wanted to start — they just didn’t know how. Working within their realistic content restraints (staffing, knowledge, investment), we created a content strategy to suit their goals. The strategy outlined recommended content channels, competitor analysis, a writing guide, and audience targeting. This document is now used by their internal marketing teams.
Marketing + BAU material
BUSINESS-AS-USUAL DOCUMENTS
To ensure brand consistency for business-as-usual (BAU) operations, we redesigned all of the client’s document templates (letterhead, invoices, presentations, memos, etc).
PRINT MARKETING
We revisited marketing materials — like recruitment brochures, project reports, and event banners — to modernize and create consistency across brand touch points.
EMAIL NEWSLETTER
We designed a new internal newsletter template, with replicable content blocks, and developed a templated content structure for ongoing production.
Praise from this client:
“We had a general idea of what we wanted to accomplish but no marketing expertise with which to do it. Your patience though the process was valuable, and your insights and messaging were on point, inspirational, and reflected our character and marketing objectives. Your personal experience and coaching while allowing us to work together with you as opposed to a hand-off approach was what we valued the most. Your background in journalism was evident in your processing, interpreting and presenting of information, technical or not.”
Jeff Watson, Partner, Jablonsky, Ast and Partners