Rebranding a legacy firm with a rich history
“When we determined to undergo a comprehensive rebrand that included a new name, logo, website, and marketing strategy, we partnered with Beyond Marketing to be our outsourced ‘in-house’ marketing team.
As our creative engine, they guided us through a brand transformation, crafting a modern identity that resonated with current clients, engaged new audiences, and reinforced our position as a top-tier firm in the region.”
Ernest Dellatorre, Director of Business Development, McKinley Architecture and Engineering
How the Right Branding Can Be a Growth Engine for Your Business
More than logos and colors—a well-crafted brand strategy is a powerful tool that drives revenue, increases visibility, improves client perception and market position, and ultimately, grows your bottom line. Here’s how the right branding recently helped fuel business growth for a legacy business.
The Power of Transformation
For firms with a rich history, rebranding is about evolving while staying true to the values that built their reputation. McKinley Architecture and Engineering understood this when they embarked on a extensive rebrand, enlisting Beyond Marketing as their marketing team.
The result? A strategic transformation that amplified their brand’s impact, modernized their identity, and reinforced their position as a top-tier firm in the region.
A Bold and Ambitious Approach
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Strategic Planning & Research
Branding is more than aesthetics—it’s about aligning identity with business goals. Beyond Marketing started with in-depth discovery sessions to understand McKinley’s core values and market position. By defining key objectives and conducting research-driven workshops, we crafted the signature statement: “McKinley Architecture and Engineering – Experience. Innovation. Delivered.” This process ensured that McKinley’s rebrand was rooted in strategy, as well as design.
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Comprehensive Brand Development
A strong visual identity reinforces brand recognition and trust. Beyond Marketing developed:
- Logo & Visual Identity: A modern logo and branding standards that balance McKinley’s legacy with innovation.
- Website Overhaul: A high-functionality, user-friendly website aligned with the firm’s forward-thinking approach.
- Unified Visual Assets: Cohesive branding across all marketing materials to ensure consistency and professionalism.
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Targeted Marketing Strategy
Rebranding isn’t a one-time effort—it requires ongoing marketing to maximize visibility. Beyond Marketing implemented:
- Aggressive Positioning: Establishing McKinley as a leader in architecture and engineering across WV, OH, and PA.
- Increased Visibility: Paid advertising, direct mail campaigns, and high-profile events to expand reach.
- Creative Campaigns: Engaging marketing initiatives that connected McKinley with key stakeholders.
The Re-Launch Event: A Milestone Moment
Public engagement is crucial for rebrand success. To mark the transformation, Beyond Marketing coordinated a high-profile re-launch event attended by clients, community leaders, and industry professionals. The event reinforced McKinley’s new identity and highlighted their continued leadership in the field. Attendees left with a clear understanding of McKinley’s evolution and many initiated new business discussions, proving the power of an impactful brand reveal.
Are You Ready to Elevate Your Brand?
If you’re ready to redefine your brand strategy, visibility and position your company for growth, Beyond Marketing is here to help.
“I highly recommend you contact Beyond Marketing for any marketing and public relations needs.” Ernest Dellatorre
Measurable Success:
The Impact of Rebranding
Increased Brand Awareness
Why It Matters:
Demonstrates the power of a refreshed brand identity in attracting new interest and engagement.
Improved Client Perception
Result:
The updated tagline and logo strengthened relationships with long-standing clients and attracted new prospects in key markets.
Why It Matters:
Shows how a rebrand can solidify trust with existing customers while appealing to new ones
Business Growth
Why It Matters:
Reinforces that branding isn’t just about visuals—it directly impacts revenue and market expansion.
Strengthened Market Position
Why It Matters:
Highlights the importance of branding in standing out in competitive industries.
Event Success Metrics
Why It Matters:
Demonstrates that a well-executed rebrand creates excitement and generates business opportunities.
Internal Alignment and Team Morale
Result:
The rebrand fostered stronger internal team alignment, leading to higher levels of client service and project efficiency.
Why It Matters:
Shows how branding can unify an organization and improve overall performance.
Marketing Efficiency Gains
Result:
Cohesive branding across all touchpoints simplified marketing efforts, yielding a higher return on investment compared to pre-rebrand efforts.
Why It Matters:
Reinforces the role of consistent branding in creating long-term marketing efficiency.
Enhanced Reputation in Key Markets
Result:
Several media outlets featured the new brand identity, reaching over 500,000 impressions.
Why It Matters:
Illustrates the importance of branding in gaining media attention and expanding reach.
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