Schnabel

SCHNABEL FOUNDATION

THE CHALLENGE
Schnabel Foundation Company was founded in 1959 by Harry V. Schnabel Jr and his brother, Jim. In 1964 the two brothers decided to split the companies so each could follow their chosen career path.

Harry was more interested in design/build underground construction and Jim preferred consulting. The result was Harry becoming the owner of Schnabel Foundation and Jim, Schnabel Engineering.

Overtime, having two successful Schnabel’s in the marketplace, offering what at first glance appeared to be similar services, was causing confusion and inhibiting Schnabel Foundations ability to systematically grow sales.

2019 was the perfect time to rebrand in order to both mark the occasion of its 60th year in business, but more importantly, to define who they were as a company and communicate that message to the sector.

THE APPROACH

Our interviews with clients confirmed that the term ‘Foundation’ being used in the company name was limiting and didn‘t accurately convey the attributes for which they were most valued—their design/build capabilities.

In order to communicate their expertise better, we dropped the word ‘Foundation’ and adopted the descriptor of ‘Geostructural Design & Construction’, positioning them as specialists in that field.

We also heard from clients that they are a principled organization, who always go above and beyond. They do what they say they’re going to do and have proven themselves on multiple projects, over many years.

To enshrine this we created the tagline, PRINCIPLED. PROVEN., to ensure that these two important pillars, that underpin the brand, stand out and are communicated clearly to the sector.

NEW LOGO wDESCRIPTOR

Original logo & descriptor


New logo & descriptor

PRINCIPLED. PROVEN.

BRAND LAUNCH VIDEO

Click the play button to view video.

MEET THE PEOPLE, WHO MAKE SCHNABEL, WHO THEY ARE

A directory developed specifically to showcase the talents and accomplishments of Schnabel employees.

Its purpose is to make the employees feel valued and to communicate to others that this is a great place to work.

Original 1959 logo

A new nexus icon was developed from a graphic element present in the original 1959 logo

New Business Cards

EMPLOYEE BRAND LAUNCH BROCHURES

CELEBRATING A PIONEER

Principled, proven. Honoring the life and
accomplishments of a true pioneer.

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