CLIENT
Estimating Edge
INDUSTRY
Software /
Construction
Estimating Edge is one of the industry’s leading takeoff & estimating software developers for the construction industry. The South Florida company has been instrumental in advancing the technology and methodologies behind takeoff & estimating software, which allows construction companies and subcontractors to quickly formulate extremely accurate estimates of complex building projects.
CHALLENGE
DAMN GOOD has worked with Estimating Edge for several years. The Agency was originally contracted for a rebranding effort, but soon discovered how the depth of our brand expertise was also ideal for developing the company’s website and marketing materials.
Like many of the B2B brands serving the construction industry, Estimating Edge’s previous branding was very cursory and nondescript. Despite being one of the industry’s pioneering solutions, Estimating Edge was feeling the squeeze of growing competition from brands with similar messaging and appearance.
STRATEGY
During the initial discovery phase of our rebranding effort, our conversations with staffers and stakeholders revealed an intriguing point of distinction between Estimating Edge and its competitors. The Estimating Edge team was not only composed of software engineers and developers, but they were actually the primary innovators within an industry where innovation was nearly non-existent.
This observation informed our strategic thinking as we worked to evolve their brand. Recognizing that their innovative nature had earned them a decent amount of brand equity, we gently trimmed “The” from the brand and crafted a bright, bold, and distinctively modern logo.
And then we began to position Estimating Edge as the industry’s most innovative company.
SOLUTION
Our rebranding strategy for Estimating Edge was to take a fresh and modern approach that was more in line with the software industry than the construction industry, while containing elements of both.
We coupled bright, clean design with clever conversational messaging to highlight the brand’s superior technology and innovation, providing a significant departure from the dull and overly-technical style employed universally among competitors.
We also developed an attractive, SaaS-brand inspired website and brand rollout strategy that allowed Estimating Edge to hit the market with the force of a fresh new brand, despite their being one of the industry’s oldest companies.
RESULTS
PROCESS
DAMN GOOD knows what innovation looks like because it runs in our veins. Estimating Edge never really considered itself innovative. They were just trying to build the best software solutions they could, regardless of what other brands were doing.
Being able to recognize and highlight their innovation showcases how DAMN GOOD is able to help brands understand themselves better – and then capitalize upon that understanding.
Our success with Estimating Edge helped the brand get acquired by Foundation, the industry’s leading business software brand.
After being acquired, Estimating Edge returned to the agency for help in introducing it to Foundation’s audiences as a means of fostering brand unity.
