Marketing strategy for growing International firm

When I started working with studioAXIS, it had another name and a completely different identity. As a small Mid-western architecture and design firm, it had operated locally for over 25 years. I was hired to help them transition into a full service global firm with three new offices.

To achieve this, I started by moderating a discovery session with key stakeholders in the firm. This included founding members and newer partners. In this session, I helped craft the business narrative and define it's mission, vision and values. Having an brand expert facilitating the meeting allowed for an objective viewpoint to emerge that was not clouded by previous messaging.

Once we had a clear vision for what the business was, we were able to lay down some parameters to help define the audience they were trying to reach. We went deep with this one, describing each target "persona" in depth and pinpointing where this audience research the kinds of services the firm offered.

From there, we established a marketing matrix with messaging pillars that outlined the key points they were trying to communicate and laying some ground rules for when and how to present them.

This brand strategy was foundational to embarking on the next phase. Once we had a clear picture of what the firm was about, it was easy to communicate the firm's goals for how it should appear to prospective clients. I worked with an agency to design the visual identity for the brand which included the logo and collateral.

Over a period of six months, I also worked with studioAXIS and the creative agency to design and create a brand new website. This involved figuring out how to organize the site, creating all new content, facilitating photoshoots and much more.

During this time, I also overhauled the brand's social media creating a cohesive and streamlined presence that better represented their revamped global identity.