J. A. Rice, Inc. (JAR) is a 30+-year-old, woman-owned business in a male-dominated industry. The firm had made a name for itself by setting the standard of excellence for land surveying in Maryland.

The Challenge

With ever-increasing competition, tighter budgets and a largely price-based decision-making process – and on the heels of geographic expansion – J.A. Rice needed to reassert its leadership position. The firm approached Substance151 to develop a cohesive brand strategy, a new visual identity and an array of marketing communication materials.

The Strategy

During research and analysis, Substance151 uncovered that JAR had the internal fortitude and personality to claim a truly aggressive brand position. The company had a visceral passion for overcoming challenges, worked seamlessly within its clients’ structure (rare in the industry) and had a unique business and staffing philosophy. In all ways, JAR had been consciously designed to add value and ease to the surveying process, literally taking the pain out of the process.

The Brand

This insight lead us to develop the compelling and sales-focused brand promise “Drama-Free Surveying” and an overarching brand platform around the idea that JAR was the surveying company “Built to Work.”

Armed with this brand platform, we developed an equally bold, differentiating identity and a flexible and future-focused design system that together clearly communicate the firm’s strengths, personality and industry leadership.

The Result

Awards: Horizon Interactive Awards

After struggling to find a firm that could successfully modernize our image without taking away the essence of who we are, I’m very happy with Substance151’s fantastic results. Ida and her team listened to us to discover JAR’s distinctive needs and concerns. Their creative talent and insight ensured that our new colors, logo, website and stationery highlight JAR’s position as a leading professional land surveying firm in the region. I highly recommend them to anyone who wants to revitalize their brand while retaining their core values.

Julia Rice, President, J.A. Rice, Inc.