Challenge:

Meyer Borgman Johnson contacted Ackmann & Dickenson to create a web site to support their re-branding initiative. Their brand development vendor, RSP Dreambox, created a new brand for Meyer Borgman Johnson from the ground up including new logo, new brand imagery, new color palette, even a new way of referring to the company (formerly referred to as “MBJ”) and coining the new tagline “See Structure.”

The web site was created to extend the new brand look and feel and positioning online. Meyer Borgman Johnson’s new brand was about seeing structure in nature and ordinary things, thus the nature imagery used in the site and other branding materials.

Targeted opportunities:

• Create a web site design that has a clean and simple palette wherein the beautiful architectural photography and nature imagery could be a visual focal point, extending the key cornerstones of the brand visually
• Identify a simple navigational schema that allows site visitors to identify projects by industry, and services by service grouping
• Conceive of a way to make the web site a resource for site visitors as well as a marketing tool for Meyer Borgman Johnson

Approach:

We started by identifying a navigational schema that would highlight the main marketing purposes of the Meyer Borgman Johnson web site – that is to show off projects and layout the services Meyer Borgman Johnson offers. From there, we worked with Meyer Borgman Johnson to identify how to make their web site a resource for site visitors which would encourage site visitors to come back often. The “Resources” section was conceptualized to be such an area and Meyer Borgman Johnson still works today to make this area as up-to-date and helpful to site visitors as possible.

The design we created did exactly what it was intended to do – visually feature the strongest storytelling elements – that is, their project photography and brand imagery. We worked collaboratively between our design and development departments to create this site on the WordPress platform, allowing easy content management for Meyer Borgman Johnson staff.

Outcome:

Meyer Borgman Johnson (www.mbjeng.com) launched on October 11, 2010.