Unlocking greater possibilities
CHALLENGE
Tipping was a well established, highly regarded structural engineering firm in Berkeley, CA when their founder, Steve Tipping, passed away unexpectedly in 2017. Five years later, and close to 40 years in business, the succeeding leadership team wanted to forge a new position and voice, signaling to the community that by building on Steve’s legacy, their work was as strong as ever.
STRATEGY
Insights: In the engineering industry, relationships are key to business success. Many firms have long-standing relationships with clients that have been nurtured and built over decades. Experience is also key, and many firms claim to have the same expertise as Tipping, which makes it difficult for prospective clients to know where their value lies.
Solution: We crystalized Tipping’s target audience and their pain points, identified market opportunities, and dug deep into Tipping’s core strengths and what they value most – their people and the culmination of talent they bring as individuals. We articulated the essence of their personal beliefs and distinct talents – including their unconventional approach, rigorous design thinking, and technical mastery – all of which ultimately led to the heart of our strategy, “Unlocking greater possibilities”. This fed into the development of their visual and verbal communications.
PROJECT
BRAND REFRESH:
• BRAND STRATEGY
• BRAND IDENTITY
• WEBSITE REDESIGN
MY ROLE
BRAND STRATEGY
BRAND IDENTITY DESIGN
WEBSITE CREATIVE DIRECTION
TEAM
- JESSICA VON ROHR:
BRAND STRATEGY, MESSAGING
AND COPYWRITING
- BANTER+WIT STUDIO: WEB DESIGN
AND DEVELOPMENT
OUR MISSION
BEFORE
AFTER
Considerable thought and exploration went into the evolution of the Tipping logo (including considerations for a more extreme change before we reigned it in). Ultimately, we focused on embodying Tipping’s key differentiators…
The logo incorporates the angle of a 3-4-5 triangle, a magical proportion (and a little surprise & delight to Tipping’s AEC audience who spot it).
The sharp edges and bold letterforms speak to Tipping’s meticulous personality attribute, and lean into their brand promise of deep technical mastery.
BEFORE
Hang tight… this case study is
UNDER CONSTRUCTION
