VFR Design Inc.

The Challenge:

Following more than a dozen years and 2,450 projects accomplished through close collaboration, Fort Collins, CO-based Vaught Frye Architects and landscape architecture firm VF Ripley Associates made the decision to formally merge into a single, unified company. "As we continued to work in close partnership on several projects, we realized the two firms' teamwork resulted in several client benefits," founding partner and architect Frank Vaught said. "Foremost is improved project quality and results that come from a shared design vision, seamless project integration, and enhanced problem-solving responsiveness and creativity. But clients also realize greater efficiency and cost savings by consolidating team members and administrative functions under a single company."

The merger positioned the new company as the largest firm in Northern Colorado to offer comprehensive services encompassing full-phase architecture, land planning, entitlement, landscape architecture and interior design services, as well as U.S. Green Building Council LEED-certified sustainable design and consulting.

Adding to the challenge, the merger represented a unique convergence of architecture/urban planning and landscape architecture firms - entities commonly viewed as separate in the development field. Ultimately, the brand launch needed to do more than just merge the two companies - it needed to showcase how VFR Design Inc.'s integrated, collaborative services would provide ongoing client benefits.

The three managing partners turned to A-Train Marketing Communications to help answer the question, "How can we launch our newly merged company and lay the foundation for our incoming leadership team, while also building on the brand recognition and loyalty established over the past 20 years?"

The Solution:

Re-branding strategic plan creation
Company re-naming and logo design
Design of all new marketing materials: stationary, website, pocket folders, brochure, print ads, mailers, media kit, etc.
Development of website content management system with easy cross-referencing and indexing of projects across multiple categories (wmw.vfrdesigninc.com)
Re-branding implementation assistance, including publicity, advertising, relationship marketing, etc.
General marketing and publicity activities
Marketing consulting and project management

The Results:

Successfully and seamlessly launched VFR Design Inc. in July 2008 with new website, materials, publicity
The merged company has successfully established its new brand in the marketplace and continues to build awareness through relationship marketing and publicity efforts
Continued publicity efforts have established and reinforced the brand while also introducing the new leadership team (and simultaneously maintaining the established leadership team in the eyes of clients and the public)

Reference: Robin Pelkey, Business Manager, 970-224-1191 / rpelkey@vfrdesigninc.com