Advancing Innovation Campaign
Brown and Caldwell (BC) is an environmental engineering firm that has been innovating and supporting local water utilities with their drinking and wastewater needs since 1947.
Over 80 services and 45 offices nationwide
Brown and Caldwell has deep roots in California but needed to build a stronger presence in regions outside of the golden state. The goal was to promote BC's growing list of services while establishing a nationwide presence.
An advertising audit revealed similar approaches to messaging and branding from competitors within the industry.
Phase 1: Service icons
Since many competitors used photography to represent specific services, this opened up the opportunity for Brown and Caldwell to differentiate themselves by creating a graphic language using icons that can be used in many types of branded applications. The studies were in collaboration with our illustrator and our engineers.
Icon color palette
15 colors were consistently used to create over 300 icons in the entire library.
Phase 2: Humanizing the brand
This phase focused on validating Brown and Caldwell's expertise through their projects and their employees.