Event Recap: Branding in Motion: Leading Identity Shifts in AEC Firms
Posted by sbeals on Oct. 17, 2025 / Events / Subscribe 0
How do AEC firms evolve their identities without compromising their core values? At NXTHVN in New Haven, Jon Schlesinger and Matt Solomon from Formation Communications unpacked a pragmatic, people-first approach to rebranding.
Rebrand vs. Refresh
One of the first questions is often whether to refresh or rebrand. Jon and Matt used a helpful metaphor: your brand is a house. A refresh is rearranging furniture and repainting—adjustments to tone, visuals, and copy. A rebrand is a renovation—revisiting the foundation (mission, vision, values, and market position) and how people move through the space (messaging, digital experience, hiring touchpoints, business development collateral).
The Process: A Dance, Not a March
Formation's approach is iterative and built on collaboration:
Dig & Discover – Start by asking questions before producing solutions. Through stakeholder interviews, client conversations, and SWOT analyses, firms gain insight into how they're perceived.
Design & Message – Develop creative concepts and messaging that align with the firm's authentic market position and brand identity. Design and messaging should evolve together.
Reveal & Review – Use a staged rollout rather than a "big reveal," allowing teams to adapt and audiences to gradually absorb the brand.
Monitor & Measure – Once live, let data become your next design tool. Analytics from website engagement, newsletters, and recruiting efforts should inform future iterations.
AEC Case Studies
Formation shared several examples, including RFS Engineering, which created its first digital presence after 50 years to recruit talent. Downes Construction rebranded around its ESOP transition to reflect shared ownership. Samiotes Consultants refreshed typography and tone to inspire confidence. Geo Companies used a URL change as a stepping stone toward unified branding across coasts. Jones Architecture developed messaging to accompany their existing logo and new website.
All these firms shared one thing: something acted as a catalyst, such as growth, ownership transitions, recruiting challenges, or market repositioning.
Is It Time?
When leadership asks where your firm wants to be in five years, does your brand accurately reflect that goal? Jon and Matt encouraged viewing branding as a long-term strategic discipline rather than a periodic design exercise. Effective branding ensures every touchpoint demonstrates the firm's purpose, culture, and aspirations.
It's not about keeping up with competitors. It's about telling your firm's truth more clearly so the right clients and candidates can find you.
Key Takeaways
Start with honest questions about where you've been, where you are, and where you're going. Build internal alignment early to prevent detours. Roll out over time with phased releases. Measure what matters and let analytics inform your next moves. Budget holistically. Sometimes the messaging process needs to happen before major website upgrades.
A deliberate, insight-driven branding process reduces risk, respects marketing bandwidth, and sets teams up for long-term success.
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