The Weitz Company

Brand Repositioning & Brand Guidelines

00

Project Overview

The Des Moines-based construction firm was founded in America before the Civil War. So, it’s no surprise that the long-term, illustrious success of Weitz has led the company to establish more than two dozen company locations across the US and abroad.

With various locations came also different marketing departments in each city — each with its own idea about how to interpret the entire look and feel, the message and the voice of the company. And each location invented — on the fly — new interpretations of the brand for each and every marketing effort.

With an inconsistent brand expression, developers and Weitz clients were in danger of not recognizing The Weitz Company as an integral whole, and not perceiving the company for what it truly stands for — its successful history, its devotion to success as a truly relationship-based company.

Client:
The Weitz Company

Services:
Brand Strategy
Expression Platform
Brand Standards
Marketing Materials
Tagline

00

Solution

Through internal and external interviews it became apparent that the Weitz employees are the central piece that differentiate the company from its competition. With this knowledge, D+i positioned The Weitz Company as the embodiment of an authentic relationship with a real person — one who is knowledgeable, experienced and familiar to clients and developers on a first name basis. The Weitz employees also became the meaning behind the tagline: Build in Good Company.

That system of imagery became the consistent graphical housing for the humanized, black and white portraits of Weitz employees. We travelled the country to shoot employees on site and developed a delivery system for the marketing department to feature employees in the regions that they served, further visually reinforcing the relationship and familiarity with your local contacts not only through marketing materials but also large scale banners at the building sites.

Our team ensured consistency with templates, graphic files, and an essential 52-page manual, which became the brand bible for the regional offices. Weitz marketers in each location are armed with easy-to-use, adaptable, yet strict guidelines and rules on how to use each graphical combination of logo, tagline, photographic image and new forms of messaging.

00
00
00
00