Building a story big enough for a brand with global impact​

Delivering impact on a global scale, HDR specializes in engineering, architecture, environmental and construction services. Although the brand was known for adding beauty and structure to communities with high-performance buildings and smart infrastructure, customers did not grasp the full value of the brand or its unique influence on the world.

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To better communicate this value and connect with customers on a deeper level, the brand strategy was refreshed then expressed through a new verbal identity system, including a dynamic brand voice and relevant audience-based messaging. We conducted multiple workshops with key stakeholders to arrive at a verbal identity informed by data and insights, while remaining true to the HDR brand.

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Drawing from the brand personality, we developed a set of voice attributes and writing tactics to ensure HDR's tone would remain intentional and consistent as it flexes across audiences and channels. In addition, a nuanced messaging strategy was created to add dimension to HDR's positioning and story, designed to elicit emotional responses and educate audiences at key points throughout the customer journey.