A cohesive strategy for a set of sub-brands

A cohesive strategy for an

extensive set of brands

The Code Council needed repositioning and rebranding across an established organization with multiple sub brands, along with transferring several platforms onto one CRM to streamline management and effectively track contacts.

Strategy
Technology

The International Code Council (ICC) is the leading developer of codes, standards, and solutions for the building industry which include product evaluation, accreditation, technology, training, and certification. Its goal is to ensure safe, affordable, and sustainable buildings and communities worldwide.

The Project

We created a rebranding strategy to highlight ICC's benefits and purpose and help them unify design styles and positioning throughout all of their sub brands.

How we did it

We identified the Code Council’s current strengths by thoroughly analyzing existing data to develop a long-term growth strategy with immediate action.
Our team developed a brand style guide including elements to refresh their brand image and facilitate the creation of future digital and printed content.
We created dynamic digital campaigns via HubSpot to support their different offerings to drive leads and increase membership retention.
We implemented marketing campaigns for specific services, using emails, targeted ads, and landing pages.

Brandbook

Our team designed a Brand book to help ICC unify their brand identity, with a shared understanding of every sub brand’s purpose, and bringing consistency through every channel.

Campaigns

We created different campaigns for the International Code Council services, like the NTA Fire Testing, Digital Codes for Enterprises, or the Training and Learning Centers, among others. These were implemented through emails, social media and landing pages.

A priority for ICC was to get new members on their Council. That’s why we helped them develop the ICC Learning Center, a series of courses where people could get certifications on different topics. With a marketing strategy that involved LinkedIn and emails, these courses motivated clients to transform a 14-day trial into a full membership.