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Sanders Architecture: Growing a boutique award-winning architecture firm

To help respected Austin architect Chris Sanders—who specializes in commercial and residential properties—take the next step in growing his business, Red Fan was tasked with reviewing and reviving his brand image, bringing attention to projects via articles through local, regional and national media as well as offering networking and branding opportunities and thoughtful introductions.

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Formerly a lead architect at Andersson-Wise Architects, Christopher Sanders left the firm to launch his own business. After five years, this entrepreneur recognized that it was time to think about how to grow his business to create an image that would attract the right clientele to Sanders Architecture, so Chris hired Red Fan to assist. The first step was a brand positioning audit, which highlighted the need for a new logo that could be easily presented in documents and that identified with the brand name. The audit also revealed the need for a new website, tagline and positioning statement as well as language and imagery associated with the web copy and design direction. The internal and external audit interviews highlighted strengths clients and partners consistently found in working with Chris and his team. These interviews also showcased what truly made the Sanders Architecture experience different for clients and why they were happy to provide testimonials. Red Fan suggested a refreshed logo to make it more architectural, and established a new tagline, "enduring designs / elevated experiences".

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Red Fan presented findings and an informed roadmap for branding, and a new website. Red Fan then created a systematic approach to informing Chris’ audience around his firm’s successes, from press coverage to social media and from events to select advertising partnerships. Red Fan’s partnership with Sanders Architecture has helped him attract a clientele that values the eye, mind and design of a thoughtful architect who is actively involved in the community through his work with the Boy Scouts to design new buildings and through his seats on the Waller Creek Conservancy and Lady Bird Johnson’s Wildflower Center boards.

“Working with Kathleen and her team at Red Fan has been highly instrumental in the development and growth of my architecture firm. The personal and introspective process of the positioning audit helped us understand who we are and how our work is viewed in the community. This process led naturally to the development of a tailored website and PR strategy that has helped us establish our name and attract great clients. Red Fan always remains in-tune with our industry, and continues to deliver great results while providing ongoing strategies to achieve our goals."

-Chris Sanders

Sanders Architecture

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