J.L. Richards: Brand Positioning and Strategy

J.L. Richards (JLR) engaged Cubicle Fugitive to develop a brand positioning strategy aimed at clarifying the firm's value to clients and articulating its unique approach through enhanced website content. Established in 1955, JLR operates from strategically located offices in Ontario—including Ottawa, Kingston, Sudbury, Timmins, North Bay, and Guelph—with a project footprint that spans North America and over 75 countries globally.

JLR offers a comprehensive suite of services that includes planning, architecture, and all branches of engineering, such as civil, electrical, energy systems, environmental, mechanical, and structural engineering. The firm excels in planning, designing, and executing a diverse array of projects across various sectors, including buildings and property, environmental and municipal infrastructure, transportation systems, industrial and power generation facilities, innovative energy solutions, mining operations, and collaborations with Indigenous communities. Whether contributing to specific project components or managing full-scale design-bid-build and alternative delivery projects, JLR's multidisciplinary team consistently delivers excellence.

To inform the brand strategy, Cubicle Fugitive conducted meetings with both internal and external stakeholders across the firm’s extensive service groups, markets, and office locations. Additionally, a review of JLR's internal and external marketing materials was undertaken to gain a comprehensive understanding of the firm's value proposition to its diverse clientele and to prospective hires.

Following this thorough discovery process, Cubicle Fugitive crafted new key messaging centered on the firm’s commitment to integrity, practical solutions, and resilience in the face of challenging projects. The messaging also highlighted the industrious and visionary nature of JLR and its personnel, leveraging the firm's unique ownership structure and creativity to enhance overall communication.

The newly developed brand positioning and messaging align more closely with JLR's value proposition and will serve as a guiding framework for future marketing and internal initiatives as the firm continues to expand and serve clients across Canada.