Welcome to HFA: Brand + Marketing Edition

WELCOME TO

Brand + Marketing Edition

Table of Contents 01 MEET THE TEAM 02 VOICE + IDENTITY 03 EXTERNAL CONTENT 04 SOCIAL MEDIA 05 CLIENT PARTNERSHIPS

ABOUT THE TEAM

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MEET THE TE AM 4

What We Do The Brand + Marketing team is responsible for nurturing the messaging, identity and digital presence of the HFA Brand.

We maintain consistency in how people experience our work, our people, and our clients, through digital storytelling and targeted marketing efforts.

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ABOUT THE TEAM

COFFEE ORDER Large Hot Blondie from 7Brew TV CHARACTER THAT REPRESENTS YOU Monica Geller (Friends) SUPERPOWER Overanalyzing everything FAVORITE BOOK Harry Potter by J.K. Rowling or Cold Mountain

by Charles Frazier GO - TO HYPE SONG Jump by Kriss Kross or Lose Yourself by Eminem

ABOUT THE TEAM

Ashley Hayre

Brittany Chase

COPYWRITER

PROJECT SPECIALIST

ashley.hayre@hfa-ae.com

brittany.chase@hfa-ae.com

Background

Background

B.A. in Journalism (Advertising/PR) from University of Arkansas | Minors: Graphic Design + Marketing

I've worked in the marketing world for many years, but have worn many hats throughout that time. I have been a project manager supporting Sam's Club and their external magazine, Healthy Living Made Simple, and I have also worked at a local publication in NWA, Celebrate Arkansas. Prior to my work at HFA, I spent time supporting the Sam's Club team for Heineken in my time at IN Marketing as a Marketing Coordinator. I took some time off when I had my first son, then stepped back into the marketing world by working as a part-time copywriter, which is what I have been doing ever since!

Contribution to the Team I help take our team (and company's) ideas and thoughts and make them easy to understand, and exciting to engage with. Hopefully!

IF I WASN’T SO DAMN GOOD AT MY JOB, I’D BE . . . a 7Brew barista (it would make my life less expensive)

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COFFEE ORDER Lavender Oat Milk Latte (Extra hot!)

TV CHARACTER THAT REPRESENTS YOU Claire Dunphy (Modern Family) SUPERPOWER Bacon Vision FAVORITE BOOK Redeeming Love by Francine Rivers GO - TO HYPE SONG Don’t Give Up On Me by Andy Grammar

Bachelor of Fine Arts in Graphic Design from Harding University

I kick-started my graphic design career in college by working for CAB (Campus Activities Board) creating promotional work for upcoming events around campus. I fell in love with print design through various internships and my time spent working at a small, family-owned print shop in Little Rock, AR. When I wasn’t busy working in the print world, I was a hardworking barista making lattes and coffee art at Starbucks. Through my 10+ years of experience in the creative world, I’ve been able to utilize my passion for serving others to motivate and inspire my work…and sometimes coffee helps too.

Contribution to the Team I drive operational efficiency and effectiveness for the team and our overall efforts. I act as a liaison between stakeholders, the backlog and the team to ensure proper understanding of project requirements.

I translate strategic direction from Director of Brand + Marketing and stakeholders into tactical deliverables while providing creative insight into the direction of HFA’s identity, voice and experiences.

IF I WASN’T SO DAMN GOOD AT MY JOB, I’D BE . . . a mascot! I was the Red Robin bird for 2 years and I loved it

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ABOUT THE TEAM

ABOUT THE TEAM

Cannon McNair

Eric Bruton

DIRECTOR OF BRAND + MARKETING

MARKETING SPECIALIST

eric.bruton@hfa-ae.com

cannon.mcnair@hfa-ae.com Background COFFEE ORDER Lavender Oat Latte or Anything Seasonal TV CHARACTER THAT REPRESENTS YOU Mutt Schitt (Schitt’s Creek) SUPERPOWER Supervision FAVORITE BOOK Thinking Fast and Slow by Daniel Kahneman GO - TO HYPE SONG Sing About It by The Wood Brothers

COFFEE ORDER Nitro Cold Brew

For the past decade I’ve focused on the Architecture and Engineering industry. Prior to being full-time at HFA, I worked as a consultant with HFA as a client for about 6 years. I’m a self-taught designer, photographer and videographer although I only dabble in those skills at this point! I like to say that I work in the crossroads of Brand and Business.

TV CHARACTER THAT REPRESENTS YOU Shawn Spencer (Psych)

Contribution to the Team I’m our cheerleader. It’s my job to both support the team as we complete our work and also to work months (potentially years) ahead to develop our goals and ultimately the Brand + Marketing strategy.

IF I WASN’T SO DAMN GOOD AT MY JOB, I’D BE . . . a full-time alpaca rancher (that’s my side project)

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Background

Bachelors in Business Economics, Business Management + Political Science from University of Arkansas

SUPERPOWER Having control over any playlist FAVORITE BOOK Annihilation by Jeff Vandermeer GO - TO HYPE SONG Dying to Believe by The Beths

Bachelors in International Relations from University of Arkansas

I’ve been working in marketing for the past 10+ years and have been at HFA for the last two.

Prior to HFA, I worked as a digital marketing consultant for several established B2B brands and helped kickstart the marketing for a handful of startups. I’m particularly passionate about the intersection between marketing and user-experience design and figuring out how to craft experiences that delight and simplify.

Contribution to the Team I work with our client partnership teams to design campaigns that deliver our message to current and potential clients, and coordinate with our studio teams to deliver content that aligns with our campaigns.

IF I WASN’T SO DAMN GOOD AT MY JOB, I’D BE . . . a lot more in debt

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ABOUT THE TEAM

ABOUT THE TEAM

Sarah Eschleman

Suneeta Tandon

MARKETING COORDINATOR

GRAPHIC DESIGNER

sarah.eschleman@hfa-ae.com

suneeta.tandon@hfa-ae.com

Background COFFEE ORDER Changes All the Time But If I Don’t Know What to Get Then I Get a Cold Brew TV CHARACTER THAT REPRESENTS YOU Monica Geller (Friends) SUPERPOWER Teleportation FAVORITE BOOK Educated by Tara Westover GO - TO HYPE SONG OMG by Camila Cabello and Quavo

Bachelors in Sports Business Management with a concentration in Marketing from Ursuline College

Prior to HFA I worked for an Engineering and Energy Services company as a Marketing Specialist. I also have experience in the sports world due to my sports business degree. I worked as a Marketing Coordinator for an Indoor Baseball/Softball training facility during my time in college. I had the opportunity to work very closely with the owners as well as the professional baseball players where I was able to help facilitate, organize, and manage the company’s marketing and promotional events.

Contribution to the Team I help coordinate all business development efforts that come through from the studio, meaning all proposals, projects, studio requests, and conferences I help coordinate. I also help with any research needed from BD as well.

IF I WASN’T SO DAMN GOOD AT MY JOB, I’D BE . . . an athletic director

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Background COFFEE ORDER Vanilla or Caramel Latte TV CHARACTER THAT REPRESENTS YOU Amy Santiago (Brooklyn-99) SUPERPOWER Invisibility FAVORITE BOOK The Girls by Emma Cline GO - TO HYPE SONG More Than A Woman by Bee Gees

Bachelor of Fine Arts in Graphic Design from University of Arkansas | Minors: Marketing + Art History

Prior to HFA, I was a graphic designer for the University of Arkansas where I created marketing materials to help promote on-campus events.

I also interned for Insulet Corporation with the Health Care Provide (HCP) marketing team where I gained a deeper understanding of brand identity and development. Overall, I am interested in bridging my visual storytelling skills with my passion for marketing and brand development.

Contribution to the Team I provide graphic support for majority of the projects that come through our team. A big part of my job is creating cohesive yet engaging visual communications both within the studio and to clients. While each project is unique in its own way, my job is also to develop a consistent identity for the HFA brand and carry it throughout all of the projects.

IF I WASN’T SO DAMN GOOD AT MY JOB, I’D BE . . .

an elementary school art teacher 11

ABOUT THE TEAM

ABOUT THE TEAM

Tanya Castella Barajas MEDIA + COMMUNICATIONS SPECIALIST

tanya.castella@hfa-ae.com Background COFFEE ORDER Iced Mocha or Anything Honey/Cinnamon/Vanilla with Oat Milk TV CHARACTER THAT REPRESENTS YOU Mix of Chandler Bing (Friends), Blair Waldorf (Gossip Girl), and Max Black (2 Broke Girls) SUPERPOWER Invisibility FAVORITE BOOK Gone Girl by Gillian Flynn GO - TO HYPE SONG Magic by Rivers Cuomo

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Bachelors in Journalism with a concentration in Advertising and PR from University of Arkansas

I’ve been working in marketing, social media, and content creation since 2018. I’ve always been super passionate about social media and the unique opportunity it provides for brands and their audiences to connect directly and genuinely. I’ve done social media for small local businesses and for staples in our community, like Crystal Bridges Museum of American Art. Prior to HFA, I worked as a Marketing Coordinator for a farmers’ co-op and got to learn about many topics I never thought I would! Like, did you know pigs don’t sweat? Crazy, right? I also possess a restless entrepreneurial spirit that led me to start my own wedding planning firm.

Contribution to the Team I’m responsible for developing and executing HFA’s social media strategy. I’m always ready and eager to help anyone to the best of my abilities and will always be willing to do what needs to be done for all of us to succeed.

IF I WASN’T SO DAMN GOOD AT MY JOB, I’D BE . . . a prop stylist! I love styling sets and props to tell a visual story.

Let’s Talk BRAND REQUEST FORM Need help from Brand + Marketing?

Here’s how to make a request: • Within the Service Catalog, click on Brand + Marketing and then Brand Request Form.

• Fill out the Brand Request Form questionnaire with as much information as possible.

• Once submitted, the Brand team will follow up with an action plan and/or questions.

SOCIAL MEDIA REQUEST FORM Do you have something you’d like to share on HFA’s social media accounts? Good examples are upcoming presentations, project groundbreakings, client shoutouts, conferences, industry events you’re attending. Let’s make it known on social media!

Here’s how to make a request: • On HelpDesk, click on Brand + Marketing and then Social Media Request Form.

• Fill out the Social Media Request Form questionnaire with as much information as possible.

• Once submitted, the Brand team will follow up with an action plan and/or questions.

For all other inquiries or additional support from Brand + Marketing, please email brand@hfa-ae.com

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VOICE + IDENTITY

Brand Guidelines

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VOICE + IDENTIT Y

Brand guidelines are clearly defined rules and standards that communicate how your brand should be represented to the world. They help ensure consistency and help demonstrate the company’s values, purpose, and vision.

Logo Guidelines The HFA logo* is used in different forms and medias today. Our current logo is the “HFA” letters. *Disclaimer: During Q4 of 2020, the HFA logo with the tagline “Creative Solutions, Meaningful Places” (CS,MP) began phasing out over a multi-year process.

To learn more about the phase out process for the logo as well as guidelines for logo usage and treatment visit our resource on the Knowledge Base.

HELPDESK RESOURCE

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VOICE + IDENTITY

VOICE + IDENTITY

Our Colors PRIMARY COLOR | HFA ORANGE Our HFA orange is a custom color created specifically for us! While the color is our signature color, it is suggested to be used throughout our materials as a highlight vs the dominant color.

ORANGE COLOR MEANING Ideas Energetic Creativity Fun Balance Thinking

Friendly Strength Innovation Stimulating Inviting Vibrant

COLOR CODES Hex Code | #DC7926 R | 220 G | 121 B | 38 C | 10% M | 62% Y | 100% K | 1%

SPECIALTY PRINTING There are specific requirements for the HFA orange when dealing with outside print jobs.

You can find these specific color codes on the HelpDesk article linked below.

SECONDARY COLORS | SHADES OF GRAY Whenever able, any text used in printed materials or created content for digital use should be a darker shade of gray/black.

HFA BLACK Hex Code | #19191A R | 220 G | 121 B | 38 C | 10% M | 62% Y | 100% K | 1%

HFA DARK GREY Hex Code | #323232 R | 50 G | 50 B | 50 C | 70% M | 63% Y | 62% K | 59%

HFA LIGHT GREY Hex Code | #AAACAE R | 170 G | 172 B | 174 C | 35% M | 27% Y | 37% K | 0%

HFA WHITE HELPDESK RESOURCE

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Hex Code | #F7F7F7 R | 247 G | 247 B | 247 C | 2% M | 1% Y | 1% K | 0% 17

VOICE + IDENTITY

VOICE + IDENTITY

Our Fonts PRIMARY FONT HFA has one primary sans serif font for internal and external marketing purposes.

Neue Haas Grotesk Pro 35 Extra Light Neue Haas Grotesk Pro 45 Light Neue Haas Grotesk Pro 55 Roman Neue Haas Grotesk Pro 65 Medium Neue Haas Grotesk Pro 75 Bold SECONDARY FONT

Studio-wide Nomenclature You may have heard quite a few different words and phrases in onboarding, team meetings, and town halls that you haven’t heard before. Need a refresher on some of the ways we talk about how we work at HFA? The HFA Studio Wide Glossary is a valuable resource full of terms and definitions for understanding the way we work and communicate at HFA.

HELPDESK RESOURCE

Used for Specialty Cases

In the event of a special campaign, serif fonts may be used to highlight content. In these circumstances, a style guide will be created for the campaign.

Mencken Regular Mencken Italic Mencken Bold Mencken Bold Italic Mencken Extra Bold Mencken Extra Bold Italic You can find and download these fonts on the Server in the Resources folder ( Q:\Fonts).

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QUESTIONS? Contact us directly through Teams or email

Brittany Chase

Project Specialist brittany.chase@hfa-ae.com

Suneeta Tandon

Graphic Designer suneeta.tandon@hfa-ae.com

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EXTERNAL CONTENT

Getting Started Content creation isn’t just reserved for the Brand + Marketing Team. Instead, we want to enable everyone in the organization (who wants to!) to contribute.

If you haven’t yet, take some time to check out what we’ve created recently. You can always find the most up-to-date content on our blog.

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EXTERNAL CONTENT 20

ARTICLES

CASE STUDIES

VIDEOS

Why We Do It Creating meaningful content helps our brand build trust and establish ourselves as experts in our industry, and it’s a great tool for professional development, as well.

Content Builds Trust.

Trust Builds Relationships.

Relationships Drive Growth.

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EXTERNAL CONTENT

EXTERNAL CONTENT

The Benefits

We get it – this sounds like a lot. The good news is our team not only wants to help you author and publish content, but we want to make it as easy as possible.

For us to bring stories of innovation and successes from within the studio and publish them externally, we need help FROM the studio teams. That’s where you come in! You know the trends, innovations, lingo, and general goings-on in the AEC industry, and we want your input and expertise to help craft these stories! Plus, getting involved can help you, too!

Here are some of the ways the Brand Team can help:

Creating content is great for helping you: • Build your name recognition internally/ externally

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Creating outlines

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Revising drafts and providing feedback

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Ghostwriting (writing from an outline you provide)

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Shooting and editing video content

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Creating visuals that support your content

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Packaging and sharing it with the world

• Build + establish authority in your area of expertise • Develop/ show your skills beyond your everyday role • Build a portfolio for the future

It also helps HFA build a company culture that guides our clients, a win-win for all involved!

Expectations There might be some misconception that you need to write like Shakespeare to get published on, say, our blog. We want you to contribute in ways that best suit your talents. That could mean creating a video, infographic, presentations, sharing data you’ve researched, or sticking with the written blog post we all know and love.

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READY TO GET STARTED? Got a great idea for an article? Need help honing a piece you’re already working on? Or just want to get involved further?

Reach out to the brand team at brand@hfa-ae.com or contact Eric Bruton or Ashley Hayre directly through Teams or email.

Eric Bruton

Marketing Strategist eric.bruton@hfa-ae.com

Ashley Hayre

Copywriter ashley.hayre@hfa-ae.com 23

SOCIAL MEDIA

Engaging with Socials LINKEDIN

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SOCIAL MEDIA

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With LinkedIn being more of an industry-focused platform, we would like our team members to engage with our content by reacting, commenting, and/or reposting. Our clients and peers are on this platform so the more visibility for our brand and our people, the better!

INSTAGRAM Instagram is more fun and less professional so please follow and like! This is where we highlight our people and celebrate our community involvement.

FACEBOOK Please follow and like our content! This is also a good platform for us to highlight our people and celebrate our community involvement.

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SOCIAL MEDIA

SOCIAL MEDIA

How to Use GIFs GIFs have become fun ways to share images and animations. The B+M Team has created some original HFA gifs as a unique way to share our brand.

Here's a quick guideline on how to use HFA branded GIFs on Instagram Stories and Teams.

LINKEDIN COVER PHOTO FOLDER LinkedIn offers an option to add a customized graphic at the top of your profile. If you want to utilize an HFA branded cover photo, those can be found on the server under O:\HFA Pictures\Id Photos.

HELPDESK RESOURCE

LINKEDIN BEST PRACTICES

LinkedIn ADDING HFA TO YOUR LINKEDIN PROFILE Because we’re incredibly proud of our people, we encourage all team members to add their role at HFA onto their LinkedIn profile. LinkedIn is a great platform to create and maintain meaningful relationships with clients, partners, and peers!

We’ve created an easy-to-follow resource for adding your HFA information.

As you know, LinkedIn is the ultimate relationship-building platform and at times, our profiles are our client’s first introduction to HFA. We’ve compiled a few tips to help you put your best foot forward online.

HELPDESK RESOURCE

QUESTIONS? Contact us directly through Teams or email

Tanya Castella Bajaras

HELPDESK RESOURCE

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Social Media Coordinator tanya.castella@hfa-ae.com

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CLIENT PARTNERSHIPS

Marketing Materials Looking to share some of our project work with our clients? We’ve create a library of resources available on the HelpDesk.

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CLI E NT PARTNERSHI P S

If you need support on creating new materials, please submit a Brand Request Form.

HELPDESK RESOURCE

HFA Leads + Clients We’ve pulled together a helpful presentation that highlights our existing client partnership teams as well as some of the clients + markets we serve. You can find this valuable resource linked below!

PRESENTATION

QUESTIONS? Contact us directly through Teams or email

Sarah Eschleman

Marketing Coordinator sarah.eschleman@hfa-ae.com 28

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