Marketing and engineering are quite different. Our challenge was to learn how to create content and marketing collateral that would speak to the engineering expertise and services that Jacobson provides, which are, understandably, quite technical in nature. At the other end of the spectrum, these materials and content had to appeal to individuals who may not know the technical or industry jargon.
In the beginning, we conducted research on the industry. What does it look like? Who are the players? What are the opportunities and challenges? We then crafted a branding and marketing strategy that would make sense based on the findings and Jacobson’s goals. It was and continues to be, a delicate balance of finding out what works in the industry while being just different enough to attract clients. We had to find the right balance between the conventional and the creative.
The partnership and process has been incredibly collaborative, with both parties relying on one another for expertise. We’ve relied on Alan Jacobson to help us create meaningful, moderately technical content that encourages potential clients to work with his firm, and he has relied on our marketing expertise to create appealing branding elements and content that reaches those potential clients in the first place.
THE LOGO AND BRAND DEVELOPMENT
In collaboration, we came to a solution for the identity mark that shows, strength, stability and balance. The icon is bold and weighted to bring stucture and poise.
The brand is accompanied by a stunning website filled with custom photography and relevant, dynamic content to help Jacobson attract potential clients.
We carried those same attributes through to the print materials. Not only in digital but in print, its important to show consistency in all media across all platforms.
The collaboration is ongoing, and the future of our partnership is exciting. We’ve created a logo and branding elements that are clean, strong, and industry-appropriate.