AEC Advisors

AEC Advisors

BRANDING / CASE STORY

AEC Advisors

/ SERVICES

Discovery & Recommendations
Brand Foundation
Brand Identity
Collateral
Voice & Messaging
Digital Marketing

VISIT WEBSITE

/ OBJECTIVE

Like most start-ups, AEC Advisors used minimal viable branding for its first few years. But the firm has ambitious plans and needed a re-brand to communicate where they are headed, not where they’ve been.

LecoursDesign was hired because we are branding and AEC industry experts; Our clients are also AEC Advisors clients.

/ IDEA

Architecture, Engineering, Construction, or Consulting is often written A/E/C. The new logo is a play on this. The angle up and to the right is also a graphical reference of adding financial value (something that AEC Advisors do).

/ LOGO MEANING
AEC Logo Meaning
Color Palette
/ SEAL MEANING
AEC Business Cards

Brand foundation & messaging by LecoursDesign.

/ PURPOSE

We help A/E/C firm leaders to confidently address financial issues and opportunities, so they can focus on clients, projects, and people.

/ VISION

We elevate our industry to be the most respected and valuable, over the next decade.

Purpose video by Josh Miles

/ CORE VALUES

Share your individual best for the benefit of all.
Combining diverse strengths powers our team to reach elevated outcomes.

Aim to surpass your former self.
Small incremental improvements compound into radical transformation.

Use empathy as your superpower.
Understanding others’ needs is our first priority. Then we provide authentic advice.

Make integrity contagious.
Every choice we make reflects who we are; as individuals and as a firm.

Be responsive; Act intentionally.
We are responsive with our team as well as our clients.

/ BRAND PERSONALITY

We’ve established five brand personality attributes to guide all future marketing communication materials and activities:

Focused

Trusted

Sincere

Best-in-Class

Progressive

/ POSITIONING STATEMENT

As AEC Advisors, we focus on M&A and corporate finance. The industry trusts our data, expertise, and network to build stakeholder value.

/ CLIENT TESTIMONIAL

“Thank you all for making this happen for our company. Helping us elevate our brand and hit our goal to roll it out at our biggest event of the year: the CEO Summit. I tell people that hiring LecoursDesign was the best decision we made to take us to the next level.”

Tyler Albright

Co-Founder & Partner, AEC Advisors

Kelly & Stone Architects

Kelly & Stone Architects

BRAND FOUNDATION & WEBSITE

Kelly & Stone Architects

/ SERVICES

Brand Foundation
Collateral
Voice & Messaging
Experience Design
Web Development

VISIT WEBSITE

/ OBJECTIVE

After completing brand strategy, messaging, and project descriptions, we designed SOQ and proposal templates. These looked so good, KSA hired us to redo their website.

The new website creates a better mobile experience, features the team, and shows off a curated global portfolio of homes.

/ IDEA

KSA already had a strong logo and color palette. With such powerful project photography, we kept the design of the website “quiet” so that their work, not ours, is what gets noticed.

KS|a website home

Brand Foundation

B R A N D  P O S I T I O N I N G :  3  U N I Q U E S

Lecoursdesign led a workshop with firm leaders to articulate, then narrow a lengthy list of firm attributes to three unique differentiators:

We craft bespoke homes for discerning clients.

Our innovative designs are shaped by our global experience.

Our clients enjoy a boutique experience and large-firm resources.

KS|a Home page
KS|a Home page

P O S I T I O N I N G  S T A T E M E N T

We’re experienced architects who create timeless homes in coastal and mountain environments. Our principals partner with extraordinary clients to bring their dreams to life.

B R A N D  P E R S O N A L I T Y

Before designing the website, we created five brand personality attributes to guide all future marketing communication materials.

Distinctive

Imaginative

Timeless

Approachable

Passionate

P U R P O S E   S T A T E M E N T

We love designing timeless homes and building lasting relationships.

Core Values

KS|a website home

Process Graphic

KS|a website home

Qualifications Brochure

KS|a website home
KS|a website home
KS|a website home
KS|a website home

Dibble

Dibble

Dibble transitions to a significant regional firm

Dibble business cards designed by LecoursDesign

3 Brand Territory Explorations

1 – SIGNATURE OF QUALITY

2 – GROUNDED

3 – POSITIVE IMPRESSION

New Logo

Logo Meaning

Custom Service Icons

Social Media

Vehicles

Core Values

Website Design and Development

Bullivant

Bullivant

Bullivant is a West Coast 
firm of defense lawyers

C L I E N T

Bullivant Houser

S E R V I C E S

Discovery & Recommendations
Brand Foundation
Core Values
Naming
Branding
Signage
Print
Website: See the Site

W H Y  N E W  B R A N D I N G ?

With significant transformation in the last 10 years, this law firm’s brand was stuck where they’d been, not where they’re headed.

New offices, strategic plan, core values, vision, purpose, positioning and a refined brand name made this the right time to create new branding.

C R E A T I V E  C O N C E P T

We created new branding grounded in this positioning: West Coast, Defense Lawyers, and Collaborative Teams 

See below for symbolism of the new logo.

3 Brand Territory Explorations

“B”  T H E  S H I E L D

C I R C L E  O F  T R U S T

R E L I A B L E  S Q U A D R O N

New Logo

Logo Meaning

Stationery

Branding Process

S T R A T E G Y,  T H E N  B R A N D I N G

A strong brand is rooted in brand strategy, which means having well-articulated Purpose, Vision, Core Values and Positioning statements.

During a half-day workshop with the branding committee, we engaged in group prioritization exercises to narrow a lengthy list of firm attributes to three unique differentiators:

West Coast – We have deep knowledge of the law in CA, OR, and WA.

Defense lawyers with hands-of trial experience – We actually go to trial,

Collaborative Teams – Many minds contribute to resolve our client’s challenging legal issues

P O S I T I O N I N G  S T A T E M E N T

From those three unique differentiators, we developed a positioning statement that defines the firm type (West Coast defense lawyers), how it is unique (hands-on trial experience and collaborative teams).

We are a West Coast firm of defense lawyers with hands-on trial experience. Our collaborative teams guide clients in resolving challenging legal issues.

C O R E  V A L U E S

We Are a Team
By working closely together, we achieve the best possible outcomes for our clients.

We Are Respectful
Mutual respect is the cornerstone of how we interact with each other and our clients.

We Are Tenacious
We rise to every challenge —perseverance, determination, and grit define us.

We Are Fun
We are serious about our work, but we don’t take ourselves too seriously.

We Are Creative
Partnering with clients, we explore all possibilities to achieve successful outcomes.

B R A N D  P E R S O N A L I T Y

Before developing the visual brand identity, we established five brand personality attributes to guide all future marketing communication materials and activities.

Authentic/Relatable
Innovative
Reliable/Trusted
Tenacious
Fun/Playful

Custom Patterns

Website

Bullivant Website About Page

Before

After

Bullivant Website About Page
New Home Page

Social Media

LecoursDesign is a branding and digital marketing agency helping A/E/C* firms attract clients and talent.
* A/E/C = Architecture / Engineering Construction (but you already knew that)
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