Woodward Design+Build
Building a Stronger Brand in Construction
“Zande+Newman Design took all of our divisions and services and tied everybody together. Now we’re seen as the large, capable company we were all along.”
— Ken Flower, Head of Preconstruction, Design, and Engineering
Since 2006, Zande+Newman Design has helped Woodward Design+Build strategically consolidate their brand image throughout the Gulf South region, utilizing every tool from web design to vehicle graphics.
The strategy informing the revitalized Woodward Design+Build brand emerged when our research revealed that clients didn’t understand the full capabilities of the company. The solution involved the creation of the Woodward Groups—Steel, Millwork, Engineering, Design, and Service— that clearly communicate that Woodward is a unified company with a very big toolbox.
Immediately, prospective clients began to perceive Woodward Design+Build as a larger, more sophisticated, more capable partner in construction. Now Woodward is one of the most recognized brands in the business in the Gulf region. And even in a difficult economy they have the business to prove it.
“Our investment in Zande+Newman Design has resulted in a valuable extension of our marketing team. We collaborate well on projects, which makes it faster and easier to get to smarter solutions.”
—Rob Norton, Marketing, Woodward Design+Build
This has been a huge, collaborative effort with the folks at Woodward. We work hand-in-hand with their team to create unique and memorable communications that are true to the brand.
1 of 7 The five divisions of the firm received their own sub-identities, which allows them to operate independently while at the same time presenting the entire company as broader-reaching and more capable—a whole greater than the sum of its parts.
2 of 7 Custom embossed and printed folders organize and contain a broad array of presentation materials.
3 of 7 Woodward’s newly redesigned website showcases the company’s team approach—as well as their evolving portfolio and capabilities—with an eye toward competing in new markets.
4 of 7 Each of Woodward’s Groups—Design, Engineering, Steel, Millwork, and post-construcion Service—utilizes its own brochure, all of which showcase the company’s overall team approach.
5 of 7 Branding is carried out through uniforms, hard hats, and even water bottles.
6 of 7 A customized RFP system results in documents that are easier to produce as well as to digest. This has resulted in greater confidence going after new work, as well as a stronger track record of winning it.
7 of 7 An updated in-house newsletter is mailed out to employees and their families, bolstering widespread pride and camaraderie.