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CLIENT

CLIENT:
Rego Management

SERVICEs PROVIDED

CREATIVE DIRECTOR:
Brennan Verankaetos

PROJECT MANAGER

AGENCY:
TheOthe

TOOLS USED

SCOPE OF WORK:
Strategy
Messaging
Branding & Identity Design
Event Collateral Design

CASE STUDY

Using Design To Celebrate The Unsung Heroes
Of Our Connected World & City Infrastructure

We're thrilled to share one of our branding projects for Oregon based, Rego,
a surprisingly charismatic geo-technical society management company.

This project was a short, highly effective 8 week sprint which took form through strategy, design and brand messaging via shiny new event collateral and office optics.

The project was conceived after a brief conversation between TheOthe's chief-strategist and Rego's  CMO. It was decided that the critical executive team would fly up to beautiful Vancouver BC for a 2 day intensive discovery session with our strategists. We Dove Deep.
Lot's of geo-technical acronyms and industry specific here-say were used.

After a short time of glazed over eyes, we were able to get past the geo-tech jargon and effectively surface key company attributes and the pain points of Rego's main client base:
The Elected Engineer Organization Presidents, and Engineer NPO Board Members.

DEVELOPMENT

The Challenge:

How do you make engineer organization management look and sound sexy?

We took advantage of the fact Rego was a fresh new company made of long-time veterans. In their industry, they were in their own words "the new kids on the block, who also happen to be experts." The Rego team members had over 30 years of collective experience prior to forming this exciting new company. This lead to an interesting dichotomy that drove much of the design process for the project.
In other words we had a team of "Fresh-Veterans" on our hands, and we loved it.

We had to take all of that unique history/persona and use it to celebrate their user base of measurement maniacs, calibration crazies, procurement police, cost cutters, and organization optimizers.

final notes

The Outcome

We created a strategic brand solution for the business logo, messaging, signage, style photography, event collateral and office optics that were not only aesthetically pleasing, but effectively celebrated what Rego is about. What we crafted spoke to the intellectual tastes of Elected Organization Presidents, and Engineer NPO Board Members on a deep level.

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how we work

facilitated strategy

Over a two-day facilitated session, we surfaced the challenges REGO as an organization faced ahead of them. In the process, they prioritized the needs and goals of the business and its customers. This became the foundation for the branding and marketing plans for the 2019 Launch.

Through a series of exercises in the strategy session, we were able to extract and refine the key pillars of the brand. This defined the brand’s personality: how it should look, sound, and act, etc.

how we work

defining the brand

REGO management is a knowledge-hub first. It’s the haven for
geo-technical societies to associate and network while under the embracing governance that REGO provides. To understand the needs of these engineers and city builders, we created unique user profiles to represent the range of attendees at their outreach conferences.
This painted a clear picture of their demographics, psychographics, needs and wants.

Understanding what the REGO Management brand truly is
and who they are a champion for, helped define the positioning statement of the organization: "To Serve & Connect"

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how we work

identity design

REGO's identity had to stand up to it's predecessors that had years of brand recognition behind their logos, all while speaking to the mature taste of their unique audience. We took a symbolic approach and utilized simplistic forms in a 'word-mark' that has a refined and welcoming feel that could be altered in playful ways on a broader scale of applications and sizes.

The logo has a unique letter 'g' that is a symbol of the hidden nature of where a geo-technical engineer's work truly lays, underground. It's an homage to the unsung heroes of the connected world, our geo-technical engineers. This word-mark also has two secondary emblems that are derivatives of the logo's unique use of the letter g.

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how we work

event campaign

The team at REGO found themselves in a unique position of being a brand new company that is comprised of members who can collectively pool thousands of their associates as a result of their multi decade spanning careers in other geo-technical firms and societies.

They are an All-Star team, if you will.
This has lead to an interesting inside joke amongst us internally that has served as a source of inspiration for their brand design, and a healthy ego boost for our friends at REGO leading up to their debut conference.
They're "the Avengers of Geo-technical societies."

how we work

print ad design

Our branding and design efforts focused on and reflected the unique personalities and colorful careers of the REGO team. In order to best depict that, we held a team style-shoot that would serve as the backbone of their conference event ad campaign, and boy was it fun.

how we work

id conference tags

One of the goals that surfaced in our strategy phase with REGO was to implement beautiful & memorable designs for physical print media that people would care to hang onto and speak about. Everything from ID Tags to the Guest Grab Bags needed to have a branded quality that boasted modern design sense and sophisticated care for detail.

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