FMC Structural

FMC Structural

OVERVIEW

FMC Structural Design Group is a structural design and engineering consulting firm in the Washington DC metro area. They specialize in structural engineering, repair and restoration services for architects and developers.

THE BACK STORY

FMC Structural’s sister company, FMC & Associates, provides specialty engineering consulting, construction and third-party testing and inspection services. We worked with FMC & Associates to rebrand their company and build a custom website. After that project launched, FMC Structural decided they too, needed to build their online presence.

They had been using FMC & Associates’ old logo and would send potential clients a pdf of their capabilities.

They had a lot of past projects to showcase their vast expertise and wanted a unique brand and website to communicate and support their services and to establish independent digital marketing efforts.

They were ready to rebrand, build trust, and get higher-quality leads to increase revenue. We were excited to help them do that with their brand identity and website.

STARTS WITH STRATEGY

We started the project with a strategy session and kick-off call. We then organized the project management board in Asana to keep everyone on task and meet deadlines.

We outlined all the written content needed to be gathered, edited, and created for the website pages: home page, three main service pages, about, team, 13 staff bios, career, contact, main portfolio page, and 87 portfolio project pages.

Content planning is a massive part of web design, especially when you have a gigantic portfolio of projects to categorize and showcase with straightforward navigation and user experience.

Before we start the design, the brand messaging and page hierarchy structure must be thought through. Site strategy and high-quality content generation are crucial for website SEO, and getting this right helps businesses rank higher in search engine results.

BRAND PHOTOSHOOTS

While all the written content was being created and refined, we coordinated a brand photoshoot to get new headshots and team photos of all the employees in their office and on-site at a job location.

To get the best imagery that works well on desktop and mobile devices, we planned and scheduled the shoot, provided a photo shoot guide and attended the shoot to art direct and assist the photographer Mike, an employee of FMC Structural.

After the shoot, we got a list of everyone’s preferred portraits, selected the images that best showcased the team, did editing and retouching to achieve flawless results and then optimized all the image files for the website.

Custom imagery makes the business stand out, represents their personality and showcases who their clients will interact with, which is crucial for B2B consulting firms.

Now FMC Structural has imagery that can be used across all their marketing initiatives, including the Google Business Profile we set up for them!

BRAND IDENTITY DESIGN

We presented four distinct logo options for the FMC monogram that visually related to their sister company but were different enough to build their brand recognition.

After several rounds of modifications and deep design conversations, they decided on our favorite logo option and moved forward in this direction. Read more about the logo process and see the concepts not chosen in the FMC Structural logo case study.

When designing a brand identity and website in tandem, we ensure the website design is in sync with the overall brand identity direction so everything looks cohesive and a part of the same family.

WEB DESIGN & BUILD

Once the writing and photography were completed, we designed multiple mockups with custom-branded elements, including colors, fonts, gradients and graphic icons.

After the design was approved, we built an easy-to-navigate professional website that clearly explains FMC Structural’s services, focuses on their fantastic portfolio of high-profile buildings and sites, and highlights their expert team.

Their site is designed to attract A&E firms and developers needing structural engineering services in the DC area.

Over time, their site will grow in authority through organic content creation on their blog page (forthcoming). They can grow their leads with the contact form and email lists with the newsletter form. When ready, they can quickly start email marketing through email marketing campaigns.

The website is simple to use and manage, complete with on-and-off page SEO, legal pages, essential accessibility, analytics and consent tools, and responsive design.

We also train our clients to use and manage the website and offer a done-for-you membership service for post-launch support.

We’re proud of this project! Check it out!