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12 Locations, 9 states. RMF Engineering is a full-service engineering firm adept in applying superior planning, design, engineering and commissioning services to solve engineering challenges — large and small — for clients across the nation.
Challenge
RMF Engineering was working toward a partner transition, seeking to recruit a higher caliber employee and looking to provide the new-business team with high-quality sales collateral and digital marketing to support the effort. RMF needed an agency partner that could bring the full range of integrated marketing, content strategy, branding, digital, and public relations services to the table. RMF Engineering selected Vitamin as its agency of record in 2007 and that partnership continues today.
Strategy
Vitamin rebranded RMF as the region’s most technically proficient and exceptionally sound engineering firm. Vitamin redesigned the website to be engaging and visually impactful, to show the depth of RMF’s work, and to highlight the firm’s process-driven, meticulous approach. Vitamin also implemented an ongoing SEO program to funnel inbound leads directly to the sales team. With the visual identity and core messaging in place, Vitamin then launched a full-scale public relations program, positioning RMF’s experts as thought leaders among the trade media and increasing RMF’s visibility in the marketplace. Today RMF’s technical experts continue to write bylined articles, which Vitamin edits and gets published in some of the most notable engineering trade publications.
Results
Inbound leads for new business have continuously increased due to the enhanced website and improved SEO. RMF experts have had more than 90 bylined articles published in prominent trade publications, including Architectural Record, Building Design + Construction, The Engineering News-Record, The Military Engineer, and countless others. The firm has enhanced credibility among new business prospects during the RFP process due to the relevant articles the firm has had published. The website meets Web Content Accessibility Guidelines (WCAG) 2.0 AA compliance requirements.
Responsive + Lead Generation-Optimized
Vitamin worked alongside RMF to give the website a complete overhaul. The new website is retina-ready, responsive and search engine optimized. The website layout is clean with large and engaging imagery. The content is clearly organized and partitioned in a digestible manner for the user. The format of the pages translates seamlessly when resized to tablets and phones. Scrolling through the homepage there is a clear synopsis of RMF’s services and project portfolio, along with a user-centric navigation that funnels toward lead generation.
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“As a trusted advisor, Vitamin has provided an organized, disciplined approach to making sure that RMF is constantly maintaining its industry recognition through news stories, trade magazine articles, highlighted events and strategic web campaigns.”
– Duane Pinnix, Past President + CEO
Logo Identity, Sales Kit and Collateral
Goals of the RMF Engineering identity refresh included creating a structure that worked well in the square, blocky mediums of today’s digital marketing world. The typeface was taken directly from the old RMF logo seal, and new typefaces for both the company name and tagline were established. PMS colors were selected and standardized in an effort to create a scalable identity that worked well in both black and white as well as in two-color format.
Custom Sales Kit
Vitamin designed this custom pocket folder using premium paper and a variety of intricate finishing techniques. The piece is built to hold an oversized trifold brochure, business card, and service and market data sheets. The gusseted pockets make it possible for the folder to retain upwards of 30 sheets of paper. A foil-stamped, embossed belly-band was designed to compliment the piece and announce RMF’s 30th anniversary.
Engineered Brand Standards
In order to commemorate RMF’s 30th anniversary, Vitamin redesigned the company’s brand standards and printed identity collateral. The redesign included standardizing typography and brand elements, adding a fresh new typeface to the standard and creating a brand standards manual for RMF’s internal use.
Interior Design And Fit Out
Vitamin partnered with RMF to establish the look/feel for RMF’s Baltimore headquarters. The design scope included concept elevations, fit out, paint schemes, wall coverings and custom furniture.
Custom Wall Graphics
Walls throughout the space feature custom graphics leveraging the RMF brand standard. Graphic sets range from a complete company history timeline with custom iconography, to industry-specific inspirational quotes aimed at motivating and inspiring the RMF team.
Employee Cafe
It was important to create social spaces of varying depth and feel throughout the space. This cafe area makes use of a branded wall and hightop tables like those you would find at a favorite local coffee shop. Power outlets were placed high on the wall, enabling this area to double as a collaborative work/meeting space.
Front Desk Concept
The front desk was designed and spec’ed by Vitamin to fit a tight space, while feeling roomy for those working behind it and inviting to those standing in front of it. Final material specification consisted of custom Corian, stain-grade red oak top cap in chocolate, and acid-washed heavy gauge metal.
It Started As a Sketch
The sketch concept seen here was completed after the initial design charette Vitamin facilitated with RMF. This sketch set the tone for the general idea and direction of the entire project.
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