Challenge
Titan Environmental, a trusted supplier of specialty products for civil engineering projects, had partnered with us to expand their marketing efforts. Over the course of a year, we gained a deeper understanding of the organization and their audience. Although our previous efforts proved successful, we recognized an opportunity to take them to new heights. By elevating the positioning and identity of Titan’s already-excellent brand, we could help them better stand out in a meaningful way.
Solution
To begin, we conducted a competitive scan, which involved reviewing publicly available information about competitors (websites, annual reports, etc.) and their advertising to understand how they position themselves. This helped us identity identify ways that Titan could further differentiate their brand and marketing.
We also conducted group discussions with Titan’s ownership, senior operations and sales team. Through our process, we identified unique advantages that Titan has as a company, such as their high-responsiveness and knowledgeable support team, which contribute to their clients’ successes.
The new brand tenets were built on the foundation of these insights. We wrote the tenets to be broad, flexible, narrative pieces that outlined the importance of the company and who they are, which could evolve as needed while still guiding core internal and external communication materials.
This process also highlighted a key aspect of the organization’s relationship to their audience. Titan doesn’t build the vital infrastructure that enhances everyone’s lives, their clients do. Engineers rely on Titan to help them realize their potential and build a better way forward.
Leveraging this insight, we created the organization’s new tagline – BUILD YOUR LEGEND.
The tagline speaks directly to key customers about the importance of their work and reminds them that Titan is here to help. The same message also applies to Titan employees, whose work is essential to society. It was important to highlight how empowering it is to work for Titan, to retain talent and to attract additional hires for their ongoing expansion.
We also adjusted their visual identity with new design elements that resembled layers of land—a nod to their line of work. With the elevated identity in place, we updated existing assets, such as their home page, letterhead, social asset templates and so on.
Results
The new brand tenets have and continue to help inform Titan’s messaging. The elevated visual identity and new tagline brought even more uniqueness and positioning to a wide range of executions, including a brand awareness campaign we launched shortly after that received 900,000+ impressions across 280,000+ accounts. In the end, our worked helped ensure Titan will continue to stand out and resonate with audiences.