Branding Case Study: Beeble Co.
Denver-based Beeble Company (Beeble Co.) is a new construction and real estate consulting and advisory firm, founded by John Beeble, industry veteran and long-time friend of Small Giants. With a combined 70 years of experience in commercial construction, John and his partner, Brad O’Neill, are truly experts in their field. Developing messaging and strategy that would help build their new company’s image and reputation was uncharted territory. Fortunately, they sought help.
At Small Giants, our philosophy is to integrate ourselves as team members of the clients we work with, and we especially love the opportunity to continuously collaborate with a client, allowing our team to understand their vision and desire for growth on a molecular level. We started working with Beeble Co. on their branding, messaging and website when the company launched in Feb. 2017. As plans and content were being developed for the site, John reached out to me and asked, “What do you think about our logo?” (Pictured below.) It was all uphill from there.
A professional logo is more than just a great first impression – it demonstrates expertise, creates recognition, holds meaning and value to a company, and is the foundation of every aspect of work conducted. The correspondence that followed John’s question led us to these recommendations for a full logo refresh:
- A recognizable brand that tells Beeble Co.’s story as a trusted industry expert offering advisory, succession planning and investment services that help construction projects come to life.
- A clean, simple and modern logo that evokes feelings of confidence, wisdom and trust.
- Options for both a typographic only logo (at the clients’ request) and options which included an icon or graphic element.
- Color options that were bolder and resonated more with the type of work that Beeble does.
The Top 3 Concepts:
In design, its valuable to explore several options across the spectrum because sometimes clients do not know what they will like until they see it. You want to strike the right balance between options you know the client will like, and concepts that are a little outside of the box to gauge the client’s interest in a heading in direction they might not have expected. We presented Beeble Co. with 8-10 concepts which we narrowed down to their top three choices. From there we made another round of revisions and options before coming to these top-three selections.
- Option one was my personal favorite, with the overlapping colors symbolizing connection and working together with a transfer of knowledge and experience. It was modern and the bc icon was very strong on it’s own.
- Option two is a typographic logo with a stylized “B” icon, with overlapping arches to represent a strong bridge, as Beeble is often the bridge that brings their clients closer to their goals.
- Option three incorporates buildings that represent the three pillars of Beeble Co. services – advisory, succession planning and investment.
The bridge symbolism resonated with the Beeble Co. team, and with the font being similar to the original logo, they liked it because it was not a complete departure from where they started. It was more a refresh and modern update than a rebrand.
A Closer Look
- To achieve brand recognition, the selected font is close to Beeble’s original font, but in a modern typeface with comfortable spacing.
- The font-weight of “Beeble” is bold, but not overpowering, and complements the size of the icon without competing.
- “Beeble” was not written in all caps as it felt too harsh, but the word “company” was written in all caps because the font is thin and needs a presence.
- Blue represents strength, dependability and trustworthiness, and supports the feelings that were meant to be portrayed from the initial vision.
- The two tones work nicely together as gradients, intentionally create balance and movement, and complement the grey that was selected.
Working with Beeble Co. was a pleasure. It is a plus when clients come to me with some idea of what they are or are not looking for. However, I’ve learned to ask the the right questions early on to guide my creativity in a direction that aligns with client goals throughout the process. I appreciated the high-level of collaboration that was experienced in working with Beeble Co., and enjoyed discussing concepts, strategy and purpose with them.
SG Spotlight: Taylor
Hi there! My name is Taylor and I am the PR and Communications Specialist at Small Giants. I have been here for a full year now, and I can honestly say that no two days have been the same – but I wouldn’t have it any other way. My ever-evolving assignments take me to interviews, video shoots, conferences, golf tournaments, etc., but I also get some desk time to sit back and do what I do best – write.
As a PR specialist, I make sure that my clients are receiving positive, timely and relevant traditional and digital media coverage across local, regional and national news platforms. My main duties include pitching strategic stories to media, maintaining relationships with reporters, keeping track of editorial opportunities for clients and making sure that every piece of content produced by Small Giants is fit for the world of Associated Press. My workload can also include creating website and social media content, and nominating industry professionals and organizations for awards that offer them fantastic exposure.
During my time at Small Giants, I have been fortunate to work with a variety of clients across the commercial real estate industry. When I graduated from the Walter Cronkite School of Journalism at Arizona State University last year, my experience in commercial real estate was minimal, so working in this field has allowed me to challenge myself and has also taught me how companies in this industry can truly benefit from PR efforts.
I have recently coordinated some excellent coverage for several Small Giants clients:
- VanTrust Real Estate’s Northgate Distribution Center in Las Vegas was featured on Fox Business News as the epitome of speculative e-commerce warehouse development as a national trend: http://bit.ly/2r5n2HV
- Cypress Office Properties’ Renaissance Square in Downtown Phoenix is undergoing a $50 million renovation and Small Giants secured a four-part series on the process with Phoenix Business Journal. See part one: http://bit.ly/2pU5Wft
- Ken Kortman of Kortman Electric was featured on ENR Southwest for becoming the 2017 President of Arizona Builders Alliance: http://bit.ly/2pGYaFV
- A toy closet at Cardon Children’s Hospital was dedicated to the president of Willmeng Construction, Inc.’s daughter, and was featured in Commercial Executive Magazine: http://bit.ly/2krgpMT
It is an absolute privilege to grow with a team of self-driven, dedicated, do-it-all women. Together, we encourage one another to better ourselves, our work and our relationships, and consistently push the limits to achieve more than what is expected.
Charlie Crews Honored as 2017 SMPS Arizona Up & Comer
Charlie Crews, Interactive Marketing Specialist at Small Giants, was formally recognized as an Up & Comer in the commercial real estate and A/E/C industries at the 2017 Society for Marketing Professional Services (SMPS) Arizona Marketing Communications Awards (MCA). The annual event distinguishes excellence in marketing and communications by professional services firms in the design and building industries, and the Up & Comer award recognizes Charlie as an individual “who creates outstanding communication vehicles for architectural, engineering, design, and construction firms.”
“Being recognized for my contributions to the success of my clients, to SMPS, to the industry overall and to Small Giants is something that I had not anticipated just five years into my career, but I am honored to have received the award,” said Crews. “The recognition reflects the power of my team and is a glimpse of what we accomplish when we work towards success together.”
Maisha Christian Hagan of Jokake Construction received the Marketer of the Year Award, and Travis McCoy of Schaefer received the President’s Choice Award. In SMPS Arizona’s latest blog, Charlie and Maisha offer insight to readers regarding how to qualify for one of the prestigious MCA awards. Read the Q&A, and learn more about the Marketing Communications Awards at smpsarizona.org.