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.
The Story
Formerly a lead architect at Andersson Wise Architects, Christopher Sanders left the firm to launch his own business. After five years, he recognized it was time to think about how to grow his business to create an image that would attract the right clientele to Sanders Architecture. Chris hired Red Fan to assist.
Challenge
To help respected Austin architect Chris Sanders—who specializes in commercial and residential properties—grow 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 to local influencers and potential clients.
Solution
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.” Red Fan presented findings and an informed roadmap for branding and a new website and 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.
Results
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.
With the website and rebrand complete, the Red Fan team continued to elevate the brand awareness by securing press coverage showcasing completed projects including 3Ten ACL Live music venue, the Lady Bird Johnson Wildflower Center Kiosk, a private Tarrytown home remodel and design, a W Penthouse Residence remodel and interior design project, Austin-based Juniper Restaurant architecture and design, San Antonio-based Maverick Restaurant, the development of new buildings for Camp Young Judaea – to name a few. In addition, the Red Fan team focused on helping the Sanders team expand with new partnerships including the introduction to like-minded local interior designers with similar collaborative styles. These introductions have led to long-standing partnerships. Introductions included a list of upscale architectural photographers to ensure editorial quality photography was available around each project to ensure stronger press results.
Press coverage included features in the following publications: Austin Business Journal, The Austin American Statesman, Tribeza, Luxe Magazine, Austin Monthly, San Antonio Express-News, Austin Way Magazine, Architectural Record, AIArchitect, ArchDaily, Modern Luxury Interiors Texas, CultureMap, The Contemporist, Austin Lifestyle Magazine.
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Sanders Architecture
Chris Sanders
Founder and Principle
