McGill Smith Punshon is a local multi-disciplinary design firm with a rich history in monumental architecture and design work across the Queen City. This team of architectural pioneers came to us looking to modernize and refresh their 160+year-old brand. With significant growth and development in their areas of service, an outdated brand identity, and an outdated digital experience, they knew it was time for a change if they wanted to stay at the top of their game.
Their team had a vision for more than just a modern revival across all brand touchpoints. They also knew their website needed to become a tool to tell their historic brand story, help all of their departments cohesively explain their services, and showcase the unmatched quality of their work. Our team set out to tackle the following challenges:
- Refresh their brand identity with a modern design that reflected their history, but also brought them up-to-date with today’s minimalist design standards.
- Design and build an easy-to-use, beautiful website that made a strong first impression on clients and prospects.
- Develop their website for maximum conversion as a marketing and lead generation tool.
Here’s how our branding, design and development strategy revitalized an over century-and-a-half old Cincinnati staple, creating an exciting new identity and website that positions them at the top of their industry.
Modern Brand Identity
As a 160+year-old organization with a well-established name and identity, we had to approach this branding effort carefully, keeping the core elements of the original design and their rich history in mind. We worked closely with their stakeholders to deliver a modernized version of their logo that their past clients and new audience could immediately identify. Once the new brand was finalized, we not only developed a brand guidelines document, which is paramount to maintaining the brand identity across multiple channels, but we also created all of the other necessities they would need including new business cards, envelopes, letterhead, and folders to boot.
The website we were tasked with redesigning was not only outdated, but it also was not mobile-friendly and did a poor job reflecting the caliber of work they produce daily. In an industry where detailed, cutting-edge design and reputation is everything, we created a homepage that wasn’t just sleek but promoted the beauty of their work front and center with large, portfolio-style imagery. As viewers scroll down the page through the beautiful projects, we made it simpler to identify which service areas were utilized for each project by branding each of them to showcase their holistic approach to design.
Search Engine Optimization
From the beginning, we utilized SEO best practices throughout the design and development of their website. We also reviewed the content on each of their pages and provided guidance on content organization, target keywords, and on-page optimization.
Improved Marketing Strategy
The responsive, mobile-friendly website we created helps McGill Smith Punshon’s target audience understand what they do, the level of work that they perform, and their capabilities as a design firm. They are no longer just known as leaders in architecture and design – they can now showcase their level of expertise in other service areas such as landscape architecture, civil engineering, planning, and surveying.
We also restructured the website to incorporate optimized lead forms. These forms allow the McGill Smith Punshon team to better understand their audience’s actual interest in each of their services to help them further segment their leads, and custom tailor marketing efforts more effectively.
Want to see more of this complete company rebrand? Click through to view images from the McGill Smith Punshon project or visit the website and see it in action!