Story
Faced with a generational shift in leadership, as Johnson Johnson Crabtree Architects went through an extensive analysis of its current culture, clients (both current and former) and discussion with leadership about the desired positioning for their future perception. The key characteristics that served as the platform were people, places, healing, special and colorful. It was determined that to maintain the name equity of the firm with its very specialized audience and key affiliate partners, the new name would be JJCA Architects.
Culture
CHANGEffect worked with the leadership throughout the process of name transition, conducting monthly meetings to review correct/strategic message usage and optimization of the new approach. We also mentored new partners for business development and pitch strategies using the new positioning.
Expression
The key aspect of their approach was to “unfold the stories” associated with the people, projects and philosophy of the firm. To achieve this we designed a series of “unfolding” direct mail pieces, now in its fifth year of utilization. Each piece positions a “clever” statement, the unfolding of the piece then completing the particular thought and emphasis of the piece: a project completion, internal promotion, recruitment of young talent and even a memorial tribute to the untimely death of the initial founder. In the minds of its clients, JJCA “owns” this format and clients anticipate receiving the next offering.