top of page

Click images to enlarge

brand refresh

Category: Architecture & Engineering

Agency: Siegel+Gale


Deliverables: brand strategy, verbal identity, voice, messaging, brand guidelines and education


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.

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.

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. 

HDR About


bottom of page