Today’s leading brands have several characteristics in common: they are purpose-driven, relevant, grounded in a company’s business strategy and steeped in its culture.
Bohler’s Purpose: We Empower the Ambitious to Become the Accomplished
Having made a strategic decision to become a purpose-driven organization, Bohler engaged Substance151 in a rebrand to help align brand, purpose and culture; increase visibility, shift perceptions and build awareness in Bohler’s new geographic markets; align its brand and marketing communications with the firm’s corporate goals and priorities; and, ultimately, attract the most ambitious clients and employees to the firm.
Brand Research and Strategy
Substance151 facilitated several input sessions and workshops with internal stakeholders – Bohler’s executive leadership, regional managers and employees; analyzed the competitive landscape; and interviewed Bohler’s most ambitious prospective and current clients to find out what Bohler needs to do to empower them to become the accomplished.
Analyzing all data collected through brand research and turning that information into strategic insight, we determined that a very real need exists for engineering firms to see things from the developer’s perspective. Bohler’s ideal clients – those who are most ambitious – need to figure out the future if they are going to survive and thrive in the always-changing environment.
As Bohler customers’ needs evolve, the need to think ahead and to realize opportunities that make them “accomplished” will remain a constant.
And to continually evolve and meet the new challenges, Bohler’s customers need a partner that can help them think ahead:
A partner who understands their evolving needs and can look at the total long-term partnership, beyond the narrow scope of a project at hand.
Capitalizing on our brand and customer research, we developed a brand strategy that sets a framework for further defining what the Bohler brand needs to do, say and become in order to strategically shape customer perceptions, attract “ideal” clients and talent and to create differentiation and relevance in the marketplace.
Brand Platform
The new brand platform fully aligns with Bohler’s purpose and makes it more meaningful and tangible for both clients and employees.
Stemming from the bold purpose “we empower the ambitious to become the accomplished,” the new brand and all of its expressions are equally bold, distinct and memorable.
Brand Expressions
Dropping “engineering” from the firm’s name reflects its ever-expanding scope of services in response to clients’ and real estate development industry’s evolving needs. It’s also symbolic of Bohler’s role that expands far beyond what’s perceived as the traditional “engineer.”
Guided by the brand personality “bold + sophisticated,” everything about Bohler’s brand is a balance between bold, driven but personable; fun, yet business-savvy and sophisticated. Strong colors and type balanced by a lot of white space – the strategic foundation informs tactical deliverables.
From high impact to more practical pieces, a great deal of thought went into developing a flexible, modular design system – a visual ecosystem that’s well-recognized and unmistakably Bohler. Yet, there’s also a lot of design flexibility built in to meet the needs of each specific use and unique application.
They know their stuff! Substance151 is easy to work with, seeks to understand our goals and is embedded in our brand. They are truly an extension of our team.
Thank you for everything you have done for us. We truly look to you as a partner on our journey.
Internal Communications: Culture Branding and Design
Partnering with Substance151 has been such a rewarding experience. Ida and her team have been instrumental in major initiatives like our website refresh, guiding us through complex deliverables with clarity and creativity. Substance151 is a true strategic partner who pushes us to think beyond the status quo and create work that stands out and strengthens the Bohler brand. They have also helped our small graphic design team build scalable systems that set us up for the future. Always thinking a few steps ahead, Ida and the Substance151 team ensure that what we create today continues to work for us tomorrow.
