Is your firm’s brand keeping up with who you are today and where you’re heading next? In the crowded AEC marketplace, standing out requires more than a new logo — it’s about aligning your internal culture with how you’re perceived externally. Whether prompted by leadership changes, evolving services, recruitment needs, mergers, or outdated visuals and messaging, a well-executed brand evolution can clarify your market position, unify your team, and fuel sustainable growth.

In this 45-minute, case-driven session, Jon Schlesinger and Matt Solomon of Formation Communications will guide you through a strategic, phased approach to rebranding tailored specifically to the architecture, engineering, and construction industry. Drawing from real client examples, they’ll explore what triggers a rebrand, who to involve, how to navigate the process, and how to translate brand strategy into compelling messaging, visuals, and marketing tools that attract clients, top talent, and the right projects.

You’ll gain practical strategies for building internal consensus, avoiding common pitfalls, and assessing where your firm stands in its brand journey — whether you’re considering a full-scale rebrand, launching a new campaign, or making targeted updates to enhance your firm’s story.

Learning Objectives:

By the end of this session, attendees will be able to:

• • Recognize when it’s time to evolve a brand — whether through a full-scale rebrand, a campaign launch, or a targeted refresh.
  • Identify the key players and decision-makers to involve at each stage of the branding process.
  • Apply a phased, process-first approach to brand transformation, from discovery through rollout.
  • Build internal alignment and consensus to ensure brand changes are embraced across the organization.
  • Translate brand strategy into action by developing messaging, visuals, and marketing tools that attract clients, talent, and desired project types.
  • Avoid common rebranding pitfalls by learning from real-world case studies and industry examples.

Art exhibit tour included with your registration!

This program will be complemented with a tour of the NXTHVN art exhibit, as well as networking with SMPS CT members and guests.

Learn more about the facility & exhibit!

Meet the Speakers:

Jon Schlesinger, Co-founder and Principal-in-Charge | Formation Communications

Jon Schlesinger is the Co-Founder and Principal-in-Charge at Formation Communications. He guides every project with a blend of creativity, strategy, and a good sense of humor. Jon leads a collaborative process that asks the right questions, digs deep into a firm’s culture and market perception, and uncovers the insights needed to define clear market positioning and messaging. With a background in communication arts and sciences and a Bachelor’s in Communication from Boston University, Jon has helped architecture, engineering, and construction firms launch new initiatives, enter new markets, and create platforms for sustainable growth—always ensuring their brand stands out and succeeds. Jon is a member of SMPS Connecticut

Matt Solomon, Co-founder and Principal Design Director | Formation Communications

Matt Solomon is the Co-Founder and Principal Design Director at Formation Communications. As designer and technologist, he leads the firm’s visual communications efforts combining creative and technical expertise to ensure clients are at the forefront of digital trends. He holds a Bachelor of Fine Arts in Graphic Communication from the University of Houston and a Master of Fine Arts in Graphic Design from the Rhode Island School of Design. Matt is a member of SMPS Boston.

Event Details: Wednesday, October 1, 2025 | 3:30 PM to 6:00 PM
3:30 PM to 4:00 PM – Registration and networking
4:00 PM to 5:00 PM – Opening remarks, program and Q&A
5:00 PM to 6:00 PM – Networking, Art Exhibit Tour, and Refreshments

Location: NXTHVN, 169 Henry Street, New Haven, CT 06511 | This program will be held in the Aula room located on the main level of the building.

Parking: Ample, free, street parking available surrounding the venue.

Continuing Education Units (CEUs): This program is eligible for 1.0 SMPS CEU credits in Domains 2 (Market Planning). 

Thank you to our venue sponsor!

Door Prize Sponsor: 1 Available

Registration: Please register by Friday, September 26, 2025 at 5 PM.

Please contact [email protected] with any questions.