International Architecture, Engineering, and Planning Firm
Worked with the San Francisco and Los Angeles offices on:
SOM's marketing and business development staff continuously respond to RFQ (request for qualifications) and RFP (request for proposal) documents that are issued by potential clients. Following this process, shortlisted firms are invited to interview with the client for a particular project.
Claire worked with the San Francisco office to develop targeted proposals and interview materials that won new business for SOM's architectural, structural engineering, and urban/environmental planning services.
The proposal development process included: writing/editing, InDesign layout, compiling internal expert and external consultant information, coordinating translations (bilingual with Mandarin or Spanish), and print production.
Interview materials included: pitch decks, printed reference materials, brochures, and large format displays.
Claire also developed market segment portfolios to attract ideal clients and early-stage leads before they issue an RFQ or RFP.
SOM required marketing materials that went beyond the scope of one-to-one new business development. These needs included speaking engagements, recruiting and internship promotion, hosted/sponsored events, and requests from museums and book publishers who wanted to showcase SOM's projects.
Claire developed digital and print collateral for speaking engagements and tertiary education guest lectures; including slide decks, email promotion, conference guide materials, and posters.
Claire also responded to material requests from industry publications, book authors, museums, and event organizers - ensuring the accuracy of information and visual assets, as well as the consistency of brand representation.
Working within a CMS (content management system), Claire standardized project descriptions, staff biographies, and strategic brand messaging.
As one of the world's leading structural engineering firms, SOM required marketing initiatives to showcase their engineering innovations, patents, and project case studies.
Claire worked closely with the structural engineering teams in San Francisco and Los Angeles to develop a comprehensive approach to documenting and promoting SOM's structural engineering projects across the United States' western region and projects in China.
This approach included industry award submissions (e.g. AIA, CTBUH, NCSEA, ASCE, DBIA, BD+C, ENR, and Architect R+D), as well as writing narrative project texts and improving diagrams for peer-reviewed white papers and large format display boards.
As a global leader in architecture, structural engineering, urban design, and environmental planning, it is important for SOM to share the stories of their innovative projects through industry award programs.
Claire won architectural, structural engineering, and planning awards for SOM by carefully preparing award submission packages, and implementing a system to track deadlines and results.
Working closely with experts in SOM's San Francisco and Los Angeles offices, Claire uncovered the hidden stories of the each project's challenges and innovative solutions.
Claire collaborated with in-house stakeholders and external project consultants to determine the best award programs to participate in, and to gather the best data and imagery from all parties in the project team.
International Construction Management Company
Worked with the New York City global headquarters on:
Turner International is a global leader in construction management services, having worked on renowned buildings including Burj Khalifa, Taipei 101, and the Louvre Abu Dhabi. With most new business leads initiating from reputation and referrals, Turner International was looking to refresh all public-facing brand messaging.
Joining Turner's global headquarters in NYC, Claire began the process of repositioning Turner International's brand by conducting an audit of the existing internal brand elements (e.g. style guidelines, templates, and culture documentation) as well as public-facing brand elements (e.g. website, social channels, and brochures).
Following the brand audit and a competitive positioning analysis, Claire adapted Turner's existing brand guidelines to develop a modernized visual style for the Turner International brand.
Additionally, Claire updated website content and social channel branding, and developed a global template for email signatures in order to standardize country-specific contact information.
Following a comprehensive brand audit, Claire identified an opportunity to standardize templates and assets used by business development staff in each region: Europe, India, South America, and Southeast Asia.
Claire first evaluated internal communication channels used by Turner International's marketing and business development staff, and then implemented Microsoft Teams as a new tool to enable transparent collaboration.
With Microsoft Teams established as the new hub for global resources used by both marketing and business development staff, Claire worked with regional marketing staff to evaluate and update proposal and interview templates for improved brand standardization.
Additionally, brand identity assets and common proposal assets (such as project images and texts) were now able to be centrally maintained in Microsoft Teams. This added clear version control and created a 'single source of truth' which streamlined the proposal development cycle: saving time by eliminating asset requests from staff across disparate time zones.
Turner was lacking marketing data analytics and needed an overarching marketing plan to tie together their omni-channel brand presence.
Claire implemented and tracked analytics for Turner International's website and social channels in order to understand the engagement behaviors of potential clients.
Additionally, Claire defined and implemented an integrated social channel strategy that focused on company updates such as project wins and milestones, as well as promotion of speaking engagements and sponsored events.
Major project milestones - such as an building opening ceremony that was attended by the country's governmental leader - were simultaneously promoted with a press release and social posts that directed viewers back to Turner International's website.
As a global leader in construction management services, it is important for Turner to share international best practices through industry award programs and events.
Turner are experts in supertall building construction (i.e. over 300 meters tall), as well as very large and complex projects that become iconic in their country.
Therefore, the Council on Tall Buildings and Urban Habitat (CTBUH) is the most well-aligned AEC industry organization to demonstrate Turner's thought leadership through research studies, award programs, participating as panel speakers or judges, and serving as event hosts.
Claire supported Turner staff in Istanbul with the creation of the new 'CTBUH Turkey Chapter', including a new chapter logo and marketing materials for the first hosted event.
Claire also created an infographic brochure for the 2018 CTBUH summit in Dubai. Through data analysis, Claire decided how to best represent Turner's tall building and sustainability expertise, then created a supertall building infographic by gathering plans pages (like blueprints) to draw accurate silhouettes.
Software Engineering Schools
Worked with the San Francisco headquarters on:
In 2015, Hack Reactor was an independent software engineering school (i.e. coding bootcamp) headquartered in San Francisco, with eight campuses around the United States. Four of those campuses were grouped as 'Hack Reactor Core', and were preparing to launch a free preparatory program called 'Fulcrum' to help potential new students learn the essential basic concepts of software engineering needed to pass Hack Reactor's bootcamp entrance exams. The Fulcrum training program required a new logo.
Claire noticed that the Hack Reactor Core logo already contained a triangular component that would be perfect for illustrating the eponymous concept of the Fulcrum program.
Rotating this triangle 90 degrees to better represent a symmetrical fulcrum, Claire then mirrored the existing company logos by using the same color palette and wordmark typeface that were used for the Hack Reactor and Hack Reactor Core logos. Finally, Claire precisely placed the wordmark above the fulcrum symbol: slightly off-center where it actually appeared to be evenly balanced.
Brand documentation was provided in the form of an updated brand guidelines slide deck that included the technical specifications and spacing requirements for the new Fulcrum logo.
Hack Reactor required a branded design for Google's Startup Weekend event in San Francisco, to be printed on t-shirts and circular stickers.
Mandatory design elements were the Hack Reactor logo and Google's logo (the flask illustration and the words 'Startup Weekend').
Claire added the location name 'San Francisco' in a complementary new typeface, and reinforced this with a stylized silhouette of the San Francisco skyline. To balance the design, Claire chose to make this a night scene by adding stars and reusing Hack Reactor's logo symbol as a full moon.
Sticker colors were selected from the existing color palette in Hack Reactor's style guidelines. Print vendors were Sticker Mule and Custom Ink.
Hack Reactor's San Francisco headquarters required design updates to overarching branded materials and marketing collateral.
The primary project was an updated website landing page about Hack Reactor's Hiring Program (i.e. information that informs companies about how they can hire graduating students). The design would also be adapted for use as a printed flyer.
Claire received updated sales copy and accordingly made updates to the design element hierarchy and created new iconography.
Additional projects included branded social media banners (using existing photography assets), and updating branded slide deck templates using Google Slides.
Sales copy updates to Hack Reactor's marketing collateral necessitated the development of several new icons to visually represent concepts.
Claire developed new icons that matched the existing iconography style, so that they could be reused in future marketing designs to represent these concepts with consistent visual language.
New vector icons used the existing brand color palette, and represent the following concepts:
- 8 campuses
- UX / UI
- Full-stack web development
- Mobile development
- Native iOS development
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