Two of my legacy clients merged to form TruLine Civil in 2011, I branded the merged civil engineering firm and developed a market positioning strategy in collaboration with the projects manager. To set TruLine apart from the crowd and influence the way their target audience perceives them we chose to emphasise the distinguishing feature of the firm, their methodology for completing civil works. Civil works methodology is a suitcase term, which when unpacked is the TruLine system of methods, this goes to depth and breadth of staff education, their training and hands-on experience, problem-solving skills, use of good judgement, creative thinking, and the ace up their sleeve, the firm’s exemplary level of employee retention. By creating their first website around that core of Civil Engineering case studies, including documentary photography, the meaning behind the brand’s mission “Excellence in Infrastucture” is shown to be backed-up by a reputation and ranking in the industry that is earned.
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