Dillon Consulting Limited: Brand Positioning and Awareness Strategy

Dillon Consulting is a proudly Canadian, employee-owned professional consulting firm that specializes in planning, engineering, environmental science, and management. With a team of professional engineers, planners, urban designers, economists, architects, and physical, environmental and social scientists they have never stopped innovating, continually growing and building and are always leading towards a better tomorrow.

Dillon Consulting hired Cubicle Fugitive to help investigate, articulate and promote a brand position that is meaningful to both current and potential clients, as well as employees of the firm. As one of Canada’s top employers and managed companies, it was imperative that the firm’s brand resonate as much with potential employees as needed to with clients.

Cubicle Fugitive took the brand positioning and created a new visual identity, as well as articulated a new brand story for current and potential partners, as well as internal stakeholders.

As part of this process, Cubicle Fugitive performed an exhaustive review of all internal and public documentation, interviewed key stakeholders across the country, and consulted client research previously performed by the company. As well, we completed an environmental scan and consulted best practice industry research to help devise and articulate a brand position for the firm. The brand positioning strategy included providing a brand equity matrix with points of differentiation, specific client benefits, support ladder, brand character, and new brand messaging and copy.

Cubicle Fugitive took the brand positioning and created a new visual identity, as well as articulated a new brand story for current and potential partners, as well as internal stakeholders. The new brand image was executed through the complete redesign and development of the Dillon website. As part of our process, we also wrote all new firm content about the company, their competitive positioning, philosophy and vision, history and culture for employment seekers.

We also provided the firm with an interactive online Brand Style Guide to help them manage their brand with stakeholders across the country, as well as provide them with recommendations and plans for rolling their brand out internally.