Objective:
Reposition Wright Contracting from fledgling startup to industry leader (and do it in 8 weeks).
Humble Beginnings
Joseph Wright started Wright Contracting with a rusty old bulldozer and a newly minted engineering degree from NC State University. Shortly after, Joe was referred to SkyBound for guidance on establish a brand and carving out his niche, environmental contracting.
Though he had little budget and a long list of barriers, Joe’s contagious enthusiasm and relentless determination got us immediately in his corner.
SkyBound produced a small branding package, including a simple website and brochure to help Joe tell a consistent, professional story. We let time and Joe’s drive do the rest.
Fast Forward
Earlier this year, when Joe came back to see us, Wright Contracting had grown from a one-man operation and that rusty old bulldozer into a multi-million dollar enterprise with its own fleet of equipment and one of the most talented teams in environmental contracting.
With more than a dozen large and high profile jobs behind them, the company wanted to leave behind its image as “fledgling startup” and embrace its position as industry frontrunner.
According to Joe, that would be an easy task.
We just have to show them what we can do!
Show, Not Tell
We took Joe’s directive literally. The target audience for Joe is highly knowledgeable about the subject matter, so the need for education was limited. We needed simply to show them how well Wright Contracting operates.
First, we updated logos and brand elements to be commanding and bold.
Next, we built a new website to reinforce that industry-leading look, but with flexible, highly visual content that is tailored to the user. We went short on word and long on imagery to convey capabilities, expertise, scale of work, and professionalism all at a glance.
Now, the Wright team uses the site as an interactive sales tool, whether meeting at a neighborhood coffee shop, or in a remote field on a tablet computer.
Focus
Lastly, we were tasked to bring this new message to the tradeshow arena.
Wright Contracting speaks to a lot of difference audiences each looking for something different. Tradeshow booth that try too hard to speak to everyone often fail to connect with anyone. The focus of this booth is simple: portray Wright Contracting as a successful industry leader.
Once pulled in, it’s up to the staff manning the booth to draw passers-by into a custom, relevant conversation. By designing the exhibit around an interactive digital display, the staff is able to pull up custom case studies and show portfolio work specific to the audience at hand. Thus, the booth maintains a high degree of focus, while facilitating custom and audience-specific conversations.
Wright’s tradeshow exhibit had to be commanding and bold. Smart engineering and lightweight materials make it easy to ship and setup. SkyBound made it pop!
