by davidlecours | Mar 12, 2024
Ascent’s Website, Ascended.
/ SERVICES
Digital Strategy
Web Design
Web Development
Content Development
VISIT WEBSITE
/ BACKGROUND
Ascent’s old site did not reflect where the firm is headed. Maintaining the site had suffered because the old technology was cumbersome. Along with a brand refresh, the new website aligns with Ascent’s brand positioning.
/ IDEA
We designed a visual and strategic treat, featuring Ascent’s refreshed logo and brand colors that leave a lasting impression on visitors. Playful animations, shapes, and custom icons were created for a modern and dynamic feel. According to our client, the new site is much more fun to update with fresh content.
1 year before (old site) VS. 1 year after (new site) launch:
Ascent’s website stands out because it introduces their team as whole people, not just professionals. Finding Christy’s story about Ohio thunderstorms created an immediate personal connection that enriched our first interaction. These authentic glimpses into the people behind the work signal the kind of partners they’ll be – thoughtful, genuine, and committed to building relationships that matter. This approach perfectly reflects the values-driven collaboration that has made our strategic planning work together so effective.
Brad Britton, Britton Coaching & Consulting
David and his team guided us through defining our vision, purpose, core values, brand personality, and positioning in the marketplace. They even crafted our new logo and brand colors. Armed with this strong identity, we collaborated seamlessly on our website—from strategy and content to design, coding, and training for our custom CMS. The result? A website that authentically reflects who we are.
Christy Ryan
Marketing Director, Ascent
by davidlecours | Nov 7, 2022
/ 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).
Brand foundation & messaging by LecoursDesign.
We help A/E/C firm leaders to confidently address financial issues and opportunities, so they can focus on clients, projects, and people.
We elevate our industry to be the most respected and valuable, over the next decade.
/ 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
As AEC Advisors, we focus on M&A and corporate finance. The industry trusts our data, expertise, and network to build stakeholder value.
“LecoursDesign did our rebranding, website, and office renovation design. We could not be happier. David is the kind of person who really gets to know his clients and puts together branding options that speak to your firm’s culture. The initial process of learning who we were, and the audit he did of our clients, was the most valuable part. We learned more about what we need to do to achieve our goals than we anticipated.”
Josh Lahre
Co-Founder & Partner, AEC Advisors
by davidlecours | May 20, 2020
Michael Wall Engineering
We’ve Done That, Twice!
C L I E N T
Michael Wall Engineering (MWE)
See Site
S E R V I C E S
Discovery, Insights & Recommendations,
Positioning, Core Values, Website Design,
Website Development
T H E B R I E F
The original website we designed for MWE in 2012 was dated, especially on mobile. As part of a larger marketing overhaul, we launched a new responsive website for a great experience on desktop, tablet and mobile.
C R E A T I V E C O N C E P T
MWE already had a bold logo and color palette. We embraced the angle of the “3 sails” logo and the saturated red, yellow and black throughout the new site.
Results
3 months before launch (old site) vs. 3 months after launch (new site).
We are very happy with the site and get lots of positive feedback from clients, recruits, and employees. It’s been very beneficial to our business especially during this time when we can’t interact with folks in person.”
–Michael Wall, PE, Principal
T H R E E U N I Q U E S
Lecoursdesign led a half-day workshop with firm leaders to generate a lengthy list, then narrow firm attributes to three unique differentiators:
Electrical Engineering – We are singularly focused on electrical engineering, not mechanical and plumbing.
Southern California – We understand the ins and outs of the Southern California marketplace.
We’ve Done That! – With deep expertise in a diverse range of electrical capabilities, it’s easy for us to say, “we’ve done that!”
P O S I T I O N I N G S T A T E M E N T
From the three uniques, we developed a positioning statement that differentiates MWE from their competition.
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.
Approachable
Dependable
Accomplished
Imaginative
Sophisticated
Old Site (Before Redesign)
by davidlecours | Apr 21, 2020
/ SERVICES
Discovery & Recommendations
Brand Foundation
Brand Identity
Collateral
Voice & Messaging
Digital Marketing
Web Design & Development
VISIT WEBSITE
/ OBJECTIVE
With significant transformation in the last 10 years, this law firm’s brand was stuck where it had been; not where they’re going.
New offices, strategic plan, core values, vision, purpose, positioning, and a refined brand name — this was the time to create a new visual identity.
/ IDEA
We created new branding grounded in this positioning: West Coast, Defense Lawyers, and Collaborative Teams.
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
by davidlecours | Oct 21, 2019
/ SERVICES
Website Planning
Prototyping
Design
Custom Illustrations
Development
VISIT WEBSITE
/ OBJECTIVE
We needed to create a site to hire and retain top commercial construction talent, establish branding for the website that becomes the benchmark for all SC Builders’ marketing communications, and boost repeat business from existing clients.
/ IDEA
By developing an evolved Careers section featuring outstanding SC staff to attract talent. We utilize video to allow prospects to hear directly from SC Builders staff.
Results
6 months after launch of new site vs. 6 months before
The new website looks AWESOME!!!!! It is honestly, hands down one of the best ones I’ve seen in the past few months. Vibrant, easy to read fonts, easy to move through it, great employee testimonials – I’m using it as an example for a couple clients in the next two weeks. Seriously – great job! I hope you get huge kudos and positive response because I was blown away. And I’ve seen a lot of websites.”
I was already familiar with SC Builders, but the website made it much easier for me to make the decision—it reinforced my decision. I’ve noticed that other construction companies have unclear or inconvenient websites with hodgepodge information, but I really appreciated your clear user interface. It felt like the content had a natural and logical flow. All the questions I had were answered.
Graphic Elements, Buttons
