Case Studies Engineering + Architecture | Bechtel Corporation
Global brand building for an engineering and construction giant
L&A has worked with Bechtel Corporation for more than a decade to strengthen the company’s brand and develop a consistent international presence across all seven continents.
- Build consistent brand recognition with customers, partners and employees around the world.
- Update the design of the existing flagship publication Bechtel Briefs while ensuring recognition by current readers.
- Create Bechtel’s annual reports, keeping them on-brand yet continually fresh year after year.
- Develop Bechtel’s web presence with powerful brand recognition across all business units and customers.
Bechtel’s marketing team engaged L&A to help them zero-in on brand inconsistencies and identify the right solutions. It was determined that it was important to have brand standards in place and develop a more structured approach for both internal and external communications.
L&A conducted a brand audit with Bechtel decision-makers to gain clarity about the company’s core values and gather the information needed to establish a brand platform.
We developed relationships with Bechtel editors, writers and internal art department to build a common foundation for unifying and reinforcing the company’s worldwide brand.
Style Guide We created the Bechtel Style Guide used internally and by hundreds of worldwide partners to ensure consistent use of Bechtel’s logo, color palette, typography, photography and illustration style.
Publications In print for more than 50 years, we redesigned the quarterly publication Bechtel Briefs creating a new masthead, architecture, content and art style and have applied the new design concept to 45+ quarterly magazines. L&A recently designed a 100-page archival book celebrating the life and service of Susie Bechtel.
Annual Reports We designed numerous issues of Bechtel’s annual showcase of noteworthy projects while keeping each year’s Report on-brand, fresh and interesting.
Website We built a team to design the original website almost 20 years ago and have overseen two subsequent site redesigns ensuring Bechtel brand consistency.
Bechtel’s associates around the world are applying the logo, proprietary color palette, photography style, illustration style, typography and information graphics to printed and online marketing materials. The result is a unified brand that customers across continents and business units consistently recognize as Bechtel.
Bechtel is among the largest engineering, construction and project management companies in the world completing more than 25,000 projects in 160 countries. Projects include the Hoover Dam, The Chunnel between the UK and France and the Dubai International Airport.
Illustration + Icons
Copywriting + Editing
Web Design + Consultation