Future-Facing, Roots-Embracing

Services Brand Strategy / Collateral Materials / Logo & Identity / Messaging / Website

Group Mackenzie, a multidisciplinary firm with roots in engineering, came to Think Joule seeking a brand expansion to elevate their profile in the region, while creating increased awareness of their deep expertise in architecture, interiors, engineering, planning, and landscape architecture. 

Digging Deep

With a highly varied set of needs to deliver their message to a wide range of industries and audiences, our challenge was to unearth the core values that linked this focused, hardworking group of engineers, architects, planners and designers.

Think Joule led a series of discovery sessions and interactive workshops with key stakeholders, taking advantage of the highly collaborative and participatory work environment that they valued to pinpoint the qualities that defined each and every team member, from civil engineer to interior designer.

The One, The Many

The stories and perspectives were varied and complex. But in the end, what mattered were the people, and, in particular, the values of one person: Tom Mackenzie, the engineer who founded the firm and created the groundwork for a commitment to excellence and client-focused service that continues today.

Glancing Back, Thinking Forward

Out of this process emerged a new name, and a signature wordmark to match, firmly positioning the company for the future by solidifying what had made this group of experts successful throughout five decades of experience in the field.

Every deliverable was crafted to reflect the firm’s relentless focus on quality, attention to detail and exceeding client expectations. Think Joule conducted an extensive color study to reflect Mackenzie's roots in the Northwest and created adaptable collateral templates to complement their core stationery suite.

A clean and structured new website layout elevated the work through an image-driven design, while showcasing individual and team talent. In addition, an extensible project portfolio allowed the company to highlight recent projects that could help generate new business while maintaining a deep archive of legacy work.

Delivering the Future

With a singular identity and refocused set of core messages in hand, the internal marketing and leadership teams at Mackenzie led the rollout of their new brand to a positive reception. From the environmental signage that adorns their headquarters in Portland to their newly launched website, the team at Mackenzie marches forward under a unified brand umbrella firmly anchored in the company’s roots while focusing on a clear vision for the future.

“What I appreciate the most about working with Think Joule is their leadership. They guided us through the entire process using their expertise in brand strategy and identity.”