Perspective + Purpose
Client
RaganSmith
Services
Art Direction, Brand Messaging, Copywriting, Email Marketing, Photography, Strategic Planning, Video / Animation, Website Design, Website Development
Industry
Architecture & Engineering
RaganSmith is a civil engineering and landscape architecture firm with offices in Nashville, Chattanooga, and Murfreesboro. Since 1933 this successful firm has had multiple iterations and names, but their commitment to quality in projects and relationships holds strong to this day.
Challenge
RaganSmith has a long track record of producing outstanding work from start to finish no matter what their role in the project. The challenge presented to FoxFuel was to help re-position them as the collaborative, design-driven firm that they are when presenting to prospective clients in both the public and private sectors. This re-focusing was also targeted at helping them attract top-tier talent to their team.
Approach
In order to rally both the current team and potential new team members to this change, the name in use since 1971 (Ragan Smith Associates) needed streamlining. The choice to move to simply RaganSmith was an easy one. It’s what already existed in the vernacular both in and outside of the firm. However, just as important as the name was the stance line. Perspective + Purpose speaks to the team’s technical expertise, unique design-driven approach to problem solving, and an obvious passion for doing great work.
Solution
FoxFuel developed a new brand identity across all touch points including a new website, brand video, team member portraits, collateral materials, presentation tools, fleet graphics and more. The firm’s cohesive commitment to this change allowed them to flip the switch, seemingly overnight, in presenting the new brand to their clients and team members. Not only that, but it will afford them the strategic and visual leg up when competing for new projects and attracting the best talent.
