Parametrix Refreshes Brand as Growth Continues


Significant growth in the past 10 years prompted Parametrix to refresh its brand. The engineering, planning and environmental consulting firm selected JayRay as a partner for a new logo, tagline and brand anthem video.

Now in the works: A video series for sharing key projects and recruiting new employees.

Parametrix started in Washington state in 1969. The 100% employee-owned firm now serves clients in 14 offices in six states and has more than 600 employees.

JayRay started the brand refresh with research, listening to employee and external perceptions of Parametrix. Over several months, the team gathered valuable information through an analysis of five Parametrix competitors, 240 employee survey respondents, seven regional focus groups, 13 phone interviews with employees, clients, partners and competitors, and several brand and leadership team workshops.

Research showed that while Parametrix employees were living out the brand platform, the firm’s visual identity didn’t match the high-quality, friendly brand they were known for.

JayRay infused a bit of personality into the existing logo, maintaining brand equity while refreshing it for the future. The results guided the brand team to the tagline “Let’s create tomorrow, together.”

Parametrix’s employee owners enthusiastically embraced the new logo and tagline. With that successful unveiling, JayRay-led production teams visited Parametrix job sites across the region to create the brand anthem video.