Client Background
The Urban design team at one of Australia's largest land development consultancies prided themselves on their unique approach to greenfield land development projects. Their services often minimized to the bare essentials, had the potential to deliver incredible value to their company and clients. Despite having a set of design pillars that drove their work and delivered exceptional value to clients, these principles were not effectively articulated, communicated or utilized within the organization. A flyer outlining the design pillars failed to resonate with developers, leading to missed opportunities for upselling services. Moreover, new staff members were not adequately trained on these principles, resulting in inconsistency in project execution. Within the team was a small young cohort under the guidance of their market leader who were determined to turn their stale offering into something worthy of their talent.
Challenges
Lack of articulation: The design pillars, although integral to the team's philosophy, were not clearly articulated and effectively communicated to clients or internal staff.
Limited client engagement: Developers failed to see the value in the design pillars, hindering efforts to upsell services and differentiate the team in the market. Even when the approach would see clients receive an even bigger ROI.
Internal adoption: New staff members were not trained on the design pillars, leading to inconsistency in project execution and a missed opportunity to embody the team's ethos.
Strategy
Recognizing the need to articulate and leverage the design pillars, we embarked on a comprehensive strategy involving:
Stakeholder Collaboration: Key stakeholders were engaged to review existing documentation and define a strategy to articulate, describe, and communicate the design pillars' benefits to clients. Additionally, internal assessment checklists and training modules were developed to ensure staff alignment.
Content Development & Research: Thorough research, including client and competitor analysis, was conducted to understand market dynamics and client needs. Content was developed to effectively convey the value of the design pillars and differentiate the team in the market.
Branding: As part of the strategy the team opted to brand the pillars, to demonstrate their commitment to and importance of the design philosophy.
Graphic Design: Full graphics were created to visually represent the design pillars and their benefits. Reports delivered to clients were updated to highlight the additional value offered by the design philosophy- and marketing collateral including a brochure and one-page infographic was designed for easy reference, along with a comprehensive checklist to guide project execution.
Marketing Strategy: A multi-faceted marketing strategy was devised to communicate the benefits of the design philosophy. This included digital marketing initiatives including blog posts, project case studies and speaking events to reach a wider audience and attract potential clients interested in innovative design solutions.
Training Program: A comprehensive training program was developed for new starters and to refresh existing staff.
Outcome
The revitalized approach to articulating and leveraging the design pillars yielded significant results for the Urban design team. By effectively communicating the benefits of their philosophy, they were able to enhance client engagement and differentiate themselves in the market. Internal adoption of the design pillars improved consistency in project execution, contributing to greater client satisfaction and trust, and a greater uptake of the additional service offerings.
Conclusion
Through a strategic blend of stakeholder collaboration, content development, graphic design, and marketing initiatives, the Urban design team successfully elevated their design philosophy from an internal pride point to a key differentiator in the market. The comprehensive approach not only improved client perception and engagement but also fostered a culture of alignment and excellence within the organization, setting the stage for continued growth and success.
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