Work S&B

Surveying the Land

S&B had long delivered excellent execution of complex EPC projects for decades in the Texas and Louisiana region. But they weren’t getting the recognition they deserved outside of their established customer base. Our team got to work interviewing customers, company leadership, office employees and on-site staff to understand every stakeholder’s experience with the brand and determine how it could be taken to the next level. We also performed a full competitive analysis to see how the rest of the industry was positioning itself and identify gaps that competitors may have had in their strategy.

The research process revealed a perception gap between how S&B teams perceived their brand and how customers perceived the brand. Customers thought of S&B as a proven partner in EPC, but also thought of their sweet spot as small to medium scale projects without the ability to deliver large scale results. Correcting this gap became the main focus of the subsequent brand refresh.

Under Construction

Using what we had learned from our customer and internal research, we started developing a fleshed-out brand positioning for S&B using its unique value proposition: delivering certainty with the promise that projects will be delivered on time and on budget with strict adherence to safety standards. The key message to customers focused on reliability and stability, along with the deep expertise needed to execute large-scale projects anywhere in the country.

Building Up

S&B’s new brand promise informed the rest of the brand refresh. While the iconic S&B shield was an important element of the brand to keep intact, there was ample opportunity to expand the brand identity with updated typefaces, imagery and a bold color palette. The new website prominently featured photography centering on the capable employees who make up the backbone of their organization through their limitless expertise, as well as the significant scale of the projects they work on.

With S&B’s new look-and-feel established, it was time to share it with the world. Billboards, print ads and online ads announced S&B’s refreshed identity, and an internal launch campaign ensured that the entire S&B team understood the promise of Consider it Done. Long-term marketing strategies in industry publications and newsletters positioned S&B as a company ready to take the lead.

Delivering Certainty

S&B and fully embraced the newly-clarified brand identity and positioning, and ran with it. They soon branded their new corporate headquarters with the updated look-and-feel using the brand guidelines and graphics that BrandExtract developed for them. S&B successfully repositioned its brand to shake-off their mom-and-pop brand perception and to bring them into a more modern, professional and large-scale EPC provider position. This increased positive brand perception and opened them up to new consideration sets, spurring growth for their company nationwide.