When IMEG hired Hinge, they had just completed a visual rebranding with another firm. While they were happy with the result, they realized that their brand challenges ran far deeper than their logo and color palette. They needed a framework to define their place in the market and differentiate their firm. And as they grew in size and stature, they needed a more sophisticated marketing machine to fuel their reputation and propel them into the ranks of the AEC elite.

IMEG called their challenges “tactical growing pains.” At Hinge, we suspected they were caused by fundamental problems with their brand structure. So we dug deeper.

We started with research. Hinge conducted 40 interviews with key IMEG clients and teaming partners, and we documented the perspectives of their most recently acquired companies. We learned that the firm’s services no longer fit the firm’s traditional narrative. With multiple firms, cultures and service offerings coming together, their company had evolved. And it was time for their brand to bring order to the chaos and define the new IMEG.

Like many fast-growing firms, IMEG struggled to describe itself in a way that would resonate with potential buyers of their services. As we analyzed the research, however, some themes emerged. For instance, they had a history of acquiring companies with strong local roots, and they worked hard to maintain those community relationships—while building ever broader expertise and a national reputation. A compelling story began to take shape:

“IMEG delivers that rare combination—the broad expertise of a national leader and the personal relationships and deep knowledge of a local firm.”

At last, they had a framework to guide their growth strategy—and explain to prospects around the country why they are different from competitors.

Today, IMEG’s experts are producing a steady stream of high-value educational content, including blog posts, executive guides, webinars and public speaking. These experts’ ratings across a wide variety of skills have increased markedly, and they have cultivated the confidence and habits to think more strategically and deliver high-quality content on an ongoing basis.

In just 18 months, the firm’s website Domain Authority has increased from 28 to 35, overtaking two key competitors, and their SEO performance has grown 25%. Webinar attendance has tripled and the firm’s visibility on social media has risen dramatically.