Creative Brief

In 2017, Henderson Engineers undertook a massive change. Not only did we re-brand—bringing four brands (service lines) under one parent brand—but we also transitioned our structure to becoming a practice-based firm organized by vertical markets. Together, these changes were overwhelming. We had to identify new ways to showcase our expertise. Our objectives were to: 1) educate clients about Henderson’s entire suite of services under one brand; and 2) present a detailed look at specific practices. We ultimately needed to help our engineers effectively communicate our differentiators.

Our team had another goal: to improve relationships with engineers by involving them from the beginning. We met collectively to discuss their biggest needs and hurdles when talking to clients. From these conversations, we determined a solution: a 3-piece brochure suite. The design combines an outer corporate brochure (highlighting Henderson overall with list of offices and firm-wide statistics), a customizable practice brochure (demonstrating depth of experience within a practice), and a building-type insert (how we thrive in specific facilities) that is inserted in the back pocket of the practice brochure.

We collaborated with engineers to select projects, focusing on innovative solutions. It was important to convey more than our services, but also what it means to partner with Henderson. The resulting brochures provided an excellent communication tool, as evidenced by feedback from clients and engineers. Our team succeeded in proving we should be a part of the conversation when trying to win work—because we specialize in helping engineers tell their stories.