Fisher Arnold by conversiv.com

Brand Profile

Fisher Arnold Brand Profile

Engineering Industry & Community

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Fisher Arnold Brand Profile

p. 1

Brand Profile

COMPETITIVE ADVANTAGE p. 3

p. 4

Secondary Target Audience

p. 6

Mindshare to Own

p. 7

Category

VERBAL BRANDING p. 9

BRAND VALUE p. 11

p. 12

Dominant Competitive Advantages

p. 13

Mission

p. 14

Vision Statement

p. 15

Positioning Statement

p. 17

Company Tagline

p. 18

Value Proposition

p. 19

Core Messaging

p. 21

Key Capabilities by Verticals

p. 22

Key Brand Attributes

p. 23

Tone & Manner

VISUAL BRANDING p. 25

p. 26

Typography

p. 28

Imagery

BRAND ASSETS p. 31

p. 32

Corporate Identity

p. 33

Website

p. 34

Corporate Overview Brochure

p. 35

Discipline Brochures

Primary Target Audience

Company Philosophy Our Story

Color Palette

Logo

Fisher Arnold Brand Profile

Brand Profile

In the hearts and minds of our customers, the Fisher Arnold name should be inseparable from our core values. By clearly defining these values, we become an organization that doesn’t just support our mission, but lives our mission. Our communication becomes more direct, more specific, more powerful and unmistakably ours. Our signature look and feel should always reflect the consistent, confident pursuit of the Fisher Arnold goal of becoming the Southeast’s premier multi-service E/A firm.

COMPETITIVE ADVANTAGE

Fisher Arnold Brand Profile

Like many professional services firms, Fisher Arnold has a wide variety of target audiences with their own distinct needs. In general, these audiences fall into three groups we are calling Private Executives, Public Administrators, and Operators/Engineers as defined below.

Primary Target Audience

Private Executives | Directors, C-level executives, principals, owners, vice presidents, plant managers, attorneys, sales & marketing managers Executives are primarily in private industry, are driven by market forces and have significant control over major project decisions. Even though this group currently represents a smaller proportion of revenue, it also represents the greater marketing opportunity. In this category, divisional directors are an ideal target. Divisional directors are executives with a high level of authority who are accountable to C-level decision makers and influenced by operations/engineering staff recommendations.

Fisher Arnold Brand Profile

Public Administrators | mayors, city managers, public works directors, city council members, county judges, directors

Secondary Target Audience

Public Administrators are the primary audience for public projects. However, because administrators are not directly influenced or controlled by traditional negotiations and sales techniques, they are a key, but secondary audience. In this category, Mayors and City Managers are ideal targets. The Mayor, or City Manager, has a duty to constituencies. Favoritism may play into the equation, yet at the same time they are under pressure not to show favoritism. They are sensitive to negative press. Mayors work handin-hand with city councils, and are influenced by public works directors and staff engineers.

Fisher Arnold Brand Profile

Operators/Engineers | project managers, chief engineers, staff engineers, health and safety officers, public works administrators

Secondary Target Audience (continued)

Involved in both public and private projects, this group is a strong influencer and is often responsible for decisions on secondary projects and routine processes. These are the functional counterparts for Fisher Arnold in the day-today execution of projects, but should not be considered as primary sales targets. A typical target in this category includes maintenance, operations, and engineering managers. These managers are perhaps most relatable to Fisher Arnold staff since they are hands on. Managers report to the local management and are typically not the ultimate decision maker.

Fisher Arnold Brand Profile

Mindshare to Own

Fisher Arnold offers intelligent multi-service solutions, precisely executed on time and on budget.

Fisher Arnold Brand Profile

Category

Engineering / Architectural Firms

VERBAL BRANDING

Fisher Arnold Brand Profile

Company Philosophy

Fisher Arnold is committed to the highest levels of integrity to develop long-term client relationships. This includes superior accountability for responsiveness, detail, timeliness, and fiscal discipline. In all things, they seek to serve God and their fellow man and to create a legacy for future generations.

BRAND VALUE

Fisher Arnold Brand Profile

Our Story

Fisher Arnold has built three decades of longstanding relationships, expanding from a firm of six to over one-hundred engineering, architectural, and planning professionals. Providing turnkey, comprehensive solutions, Fisher Arnold wins by client communication, fiscal discipline and the desire to do the right thing by their clients. Fisher Arnold values accountability and promise keeping, as well as providing timely, valuable, and accurate solutions. As a result, this has given them uncommon levels of client retention, as well as employee retention, providing a high level of stability and continuity. This commitment to detail and delivery integrity is why clients say, “Fisher Arnold plans are the best.”

Fisher Arnold Brand Profile

Dominant Competitive Advantages

• • •

Multi-disciplinary firm Strong local reputation - 28-year history - 95% customer retention - Mitigated project risk: 1 claim in 28 years Proprietary Ei Model provides superior solutions and service • Ability to secure grant funding for projects • Special high voltage expertise

Fisher Arnold Brand Profile

To provide distinct, exceptional, and

Mission

quality engineering, design, and project management solutions to our clients and their communities.

Fisher Arnold Brand Profile

Become the predominant E/A firm in

Vision Statement

the Southeast by providing superior client satisfaction through responsive service, thorough multi-disciplinary solutions, and depth of experience.

Fisher Arnold Brand Profile

Positioning Statement

Fisher Arnold is the expert partnership choice for responsive, turnkey E/A services and quality, thorough solutions, delivered on time and on budget.

Fisher Arnold Brand Profile

Company Tagline

Engineering Integration

Fisher Arnold Brand Profile

Fisher Arnold provides expert, thorough solutions delivered via their proprietary

Value Proposition

Ei Model and responsive customer attention. Timely dedication to scope, legal compliance and fiscal discipline, ensures on-time, on-budget delivery.

Fisher Arnold Brand Profile

Fisher and Arnold’s proprietary Ei Model provides superior engineering solutions and services. Fisher Arnold is a multi disciplinary

Core Messaging

team of performance-driven experts. Fisher Arnold exemplifies effective listening and timely responsiveness. Fisher Arnold provides precise solutions, delivered on time and on budget.

Fisher Arnold Brand Profile

Electrical: Our experienced Electrical Engineers are highly qualified in all aspects of power generation and distribution. Architecture: Exceeding our clients’ expectations is the core goal of our qualified and experienced Architecture department. Transportation: Over 23 years of experience incorporating all aspects of roadway, airport and general civil type projects. Environmental: We provide NEPA and OSHA/SARA compliance, UST management and hazardous waste services to a variety of public and private clients.

Key Capabilities by Verticals

Land: With an unwavering commitment to our client’s satisfaction, we strive to meet the complex challenges of our client’s mission and goals. Water: We provide a comprehensive range of services including potable water, wastewater, municipal consultation, and stormwater engineering. Parks & Recreation: Our experts connect people and their environment through beautiful landscapes and recreational spaces. Grants /Disaster Management Services: We can help our clients with grants and disaster preparedness and recovery. Natural Gas: We can help with any new or existing pipeline or natural gas platforms, permitting and regulatory compliance. 21

Fisher Arnold Brand Profile

Brand Professional Dependable Responsive Thorough Honest

Key Brand Attributes

People Expert Accountable Attentive listener Deliberate Genuine Organization Experienced Stewardship model Responsive Process-driven Transparent Experience Worry-free Successful Solutions-driven Satisfying Transparent

Fisher Arnold Brand Profile

Professional, competent, experienced, expert Dependable, accountable

Tone & Manner

Responsive, attentive, listening Thorough, deliberate, detailed Ethical, honest, transparent, genuine

VISUAL BRANDING

Fisher Arnold Brand Profile

Blue 1 C 100% M 74% Y 1% K 0%

Blue 2 C 90% M 36% Y 0% K 0%

Color Palette Blue 3 C 69% M 13% Y 0% K 0%

70% Black

Fisher Arnold Brand Profile

Typography

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Gotham Book Italic ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()_+

Gotham Bold ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()_+

Adobe Garamond Pro Bold ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()_+

Fisher Arnold Brand Profile

Typography

Gotham Book

Gotham Bold

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Gotham Book Italic

Adobe Garamond Pro Bold

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Fisher Arnold Brand Profile

Imagery

Inspirational examples of the types of images that evoke Fisher Arnold key brand attributes.

BRAND ASSETS

Fisher Arnold Brand Profile

Logo Variations

Fisher Arnold Brand Profile

Corporate Identity

Jeff Arnold

CEO | Presid

ent

jarnold@fish

erarnold.com 901.748.1811 Fax: 901.748.3 115 Toll Free: 1.8 88.583.9724 9180 Crestw yn Hills Drive Memphis, TN 38125 www.fisherar nold.co

9180 Crestwyn Hills Drive Memphis, TN 38125

Drive 9180 Crestwyn Hills Memphis, TN 38125 901.748.1811 Fax: 901.748.3115 m www.fisherarnold.co

Fisher Arnold Brand Profile

Website

Fisher Arnold Brand Profile

Corporate Overview Brochure

ENERGY

ARCHITECTURE

T R A N S P O R TAT I O N

E N V I R O N M E N TA L

LAND

Chuck Saunders, P.E. Manager of Operations

WAT E R

Education

ity Tennessee Technological Univers Engineering (1996) ■ Bachelor of Science, Civil

Active Registration ■

ee, Mississippi, Florida, Arkansa

Professional Engineer Tenness

Affiliations

of Tennessee Board Member

■

RGY

■ ■ ■

HITECTURE

■ ■

N S P O R TAT I O N

ACEC Arnold ic Development Council JeffEconom Partnership 2010 CEO | President ment Council Forward Sumner Economic Develop sherarnold.com

Gas Association Tennessee jarnold@fi 901.748.1811 Association 901.748.3115 American Public Fax: Works 724 Districts Toll Free: 1.888.583.9 tion of Utility Tennessee Associa

Relevant

9180 Crestwyn Hills Drive enceTN 38125 Memphis, Experi

zing in ing and design engineer speciali significant experience as a consult Mr. Saunders offers . Mr. Saunders began his www.fisherarnold.com site and natural gas pipeline projects complex bridge, roadway, civil the design for numerous res Division of TDOT completing engineering career with the Structu joining the private sector in ee State Highway System. Since structures within the Tenness in excess of 100 million bridge, and civil projects totaling 1998, he has leadership of road, ly he is leading the Middle g natural gas connectors. Current dollars in construction, includin

I R O N M E N TA L

Tennessee operations for Fisher

TER

Arnold in Nashville.

WATER POTABLE WATER WASTEWATER STORMWATER MUNICIPAL

Fisher Arnold Brand Profile

Discipline Brochures

LAND LAND PLANNING LAND DEVELOPMENT LANDSCAPE ARCHITECTURE SURVEYING CONSTRUCTION SERVICES

TURE

ARCHITEC

L COMMERCIA NAL EDUCATIO NAL INSTITUTIO

POTA

WATE R

BLE W ATER WAS TEWA TER STOR MWA TER MUN ICIPA L

Fisher Arnold

Articles inside

Brand Profile

Key Capabilities by Verticals

Secondary Target Audience