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Building With Purpose
The Challenge
Forge Integrated, previously Rise Construction, is a construction services group in Alachua County that specializes in consulting and full-service engagements. Though they had the expertise and proven process to be entrusted with complex construction projects, they were faced with brand confusion.
Another local company had a very similar name and was in the same line of work. This led to increased confusion around which company was which, so much so that mail was being incorrectly delivered! The team at Rise Construction knew that they needed a big change, and a name change also meant they could reevaluate their brand and absent digital presence.
Forge Integrated’s new name, brand, website, and brand launch campaign have positioned them stronger in their industry. We have seen a positive reception from their brand launch and promising results so far. Notably, a large majority of traffic comes from direct sources, meaning people recognize Forge Integrated’s new name and authority.
0+
Impressions on Organic Social Media Launch
0%
Increase in Total Traffic Month-over-Month in the First 60 Days
0%
of Total Traffic from Direct Traffic
Our Vision
We wanted to preserve the core parts of Rise Construction’s culture and brand essence as we prescribed the name, brand, and website solutions to honor the unique attributes of Rise.
The Solution
Before we could even begin imagining the new brand and supporting website, we knew we needed to spend time investing in developing a new company name that honored the key attributes of the company. From there, we could build the right brand and website to further highlight the established brand name.
Our goals for this project were to:
- Develop a name and brand that honored the purposeful nature of the organization while also communicating their service industry.
- Create a website from an otherwise nonexistent digital presence.
- Launch the new brand with an awareness campaign to coincide with the website launch.
The Branding
Our naming process combined creativity and strategy, starting with defining brand attributes like sincerity, approachability, and professionalism. We brainstormed names that aligned with these traits and scored them on strategic, technical, and creative criteria. The initial option included "Forge" in the name, which we built off of with the addition of "Integrated."
Guided by brand attributes, we created moodboards for the new logo, exploring themes of that matched their brand attributes. The Forge team chose the third option for its authentic, rugged appeal. Our Design team combined elements from various concepts to craft a final logo that reflects legacy, heritage, and an industrial feel, symbolizing both the service industry and a collaborative team culture.
Forge Integrated's logo was honored with a Gold ADDY Award for logo design.
The Web Design & Development
Forge Integrated was now starting to build a strong brand foundation. Because they largely rely on word-of-mouth referrals, the website was more of a digital business card, establishing their brand’s trust, rather than a large lead generation vehicle.
On this single page, we effectively communicate Forge's services, expertise, past projects, team members, and contact information—all in an accessible, engaging format.
Unique Website Features
Even though Forge’s website is only one page, we knew how important the flow of information was to make a cohesive and engaging experience. The important sections needed to be present, like core services, experience, and how to get in touch.
But because culture and purpose are so important to the Forge team, that central message needed to be woven into the content organization.
Content Development
Content needed to be written with SEO and clarity in mind, but the authentic and relational voice could not be missed.
Our Copywriting team had to balance this need effectively throughout the content on the website.
Photography & Videography
Construction can sometimes feel too industrial that it misses the human element of partnership. For Forge Integrated, we knew that we needed to leverage custom photography to capture the team culture and essence of Forge’s clarified brand.
This resulted in crafted, warm photography that still showcased the experience of Forge’s team.
Inbound Marketing
A strong go-to-market strategy was essential to connect Forge Integrated’s new brand with its previous identity. Since Forge lacked a strong digital presence, we focused on showcasing the new brand without making it feel like an entirely new business.
We engaged personal networks from Forge’s team and equipped them to maintain brand consistency across social media and other channels. Additionally, we launched a brand awareness campaign to protect existing customer relationships and build trust with new ones.
