Creative Brief

ISEC opened its doors in 1967 and has built our success on a bedrock of operational excellence, strong relationships, commitment to the customer, and skilled, dedicated employees. The humility of letting our work speak for itself is baked into our culture. Not an ideal state for Marketing.

Typical conversation:

“ISEC? What do they do?”

“We’re a construction sub-contractor. ‘We build for life’s most important events.’”

“Do you like working there?”

“Yes. Been there a long time.”

“What makes it great?”

“I don’t know. Just great people and cool work.”

“OK.”

We leveraged our website project to force critical self-examination of who we are and how we position our aptitudes to an industry that typically focuses on geographical location and work scopes. The mental exercise of articulating “Why ISEC?” revealed many overlooked strengths we wanted to share through data, refined aesthetics that were more congruent to the details of our work, and pictures of our remarkable people.

Our effort was three-fold: 

1. Implement an external-facing site that positions ISEC as a trusted, solutions-providing partner and great place to work.
2. Use change management principles to conduct an internal marketing campaign to clarify ISEC’s differentiators, increase ownership that we are all in “business development”, and equip our employees to “sell” and talk about ISEC with customers, family, friends and others.
3. Successfully complete both with little to no disruption to the business.

In eight months, we visioned, configured, implemented, and launched our new website, accomplishing all three efforts.