After seeing a significant amount of steady growth, Parametrix was ready to update their brand to match. We started with research (surveys, focus groups, phone interviews, workshops and a competitive analysis). Together we discovered Parametrix’s employee owners were truly embodying their brand platform (personality, promise and position), but they felt their visual identity didn’t match up.

Parametrix unveiled the new logo and tagline to the employee owners and celebrated the team’s enthusiasm for the refreshed logo at their all-company event with newly branded environmental signage, giveaways and construction gear. Since finalizing the brand platform and unveiling the logo and tagline, JayRay has been visiting various Parametrix job sites across the region to create a brand anthem video along with a series of case study videos for award-winning work and a recruitment video to attract new employee-owners.