Our intensive work with Parsons exemplifies the beauty of a long-term, trusting, responsive, collaborative relationship.
TRUSTED ADVISORS AND PARTNERS IN SUSTAINABILITY
Parsons Corporation is known worldwide for work in areas from bridges to wastewater treatment facilities to homeland security. Since 2000, CMg has worked with Parsons on a wide array of communications and branding projects, most notably its brand refresh.
For this extensive project that was one year in the making, CMg led an exploration of the corporate brand design based on these core elements:
- corporate identity and branding guidelines
- editorial voice and brand messaging
- Parsons PLUS graphic element
The sum of these parts provided the beginnings of a modern, bold look that would be flexible enough to maintain continuity across all channels of communication. Collateral elements CMg designed included the following:
- advertising circulars
- branded email and signatures
- data sheets, fact sheets, and graphs
- indoor and outdoor signage
- branded merchandise
- brochure design
- InDesign, Word, and Powerpoint templates
- stationary in multiple languages
- print and paper standards
- social media graphics
- trade show booth graphics
To help Parsons solidify its new brand, CMg worked with both Parsons corporate and international marketing departments to create a standard set of guidelines for international use. In support of the new guidelines, CMg gave instructional seminars to Parsons employees to help educate them on the refreshed brand and its multi-pronged pieces.
The long-established brand of Parsons was looking for a visual mechanism to communicate the unique value — the extra — that Parsons brings to every project.
CMg met the challenge of creating an image that balanced well with the client’s existing logo, is sensitive to the international markets it works in, and harmonizes with its diverse project base. CMg collaborated with the international team that addressed questions about political, religious, and cultural implications of the proposed design to illustrate PLUS, the concept CMg developed and named.
MARKETING COMMUNICATIONS: CORPORATE SOCIAL RESPONSIBILITY REPORT
The annual corporate social responsibility report speaks to the Parsons commitment to sustainability and social responsibility on its project sites and in its workplace. This internal document is copy- and graph-heavy with extensive information specific to Parsons. In another step towards sustainability, the upcoming 2017 report will be available in a digital form only.
MARKETING COMMUNICATIONS: CORPORATE BROCHURE
The Parsons bi-annual corporate brochure presents a sampling of Parsons’ projects throughout the world within the diverse markets of infrastructure, industrial, federal, and construction. We used uncoated, recycled stock manufactured with 100% renewable energy, and printed with Ultraviolet Technology (UV) inks on a UV press. The report has an online version, allowing for updates that could be shared electronically, rather than in print.
MICRO-WEBSITE FOR CORPORATE BROCHURE
This digital extension of the print version of the Parsons annual report allows for updating documents as needed online, rather than printing updates — a decidedly green benefit.
GRAPHICS AND LOGOS FOR INTERNAL COMMUNICATION
For Parson’s online communication channels, CMg designed logos and portal page styles for employees working remotely. We also designed TheHub logo, the central junction where Parsons communities and employees can connect, collaborate, and communicate.