IIBEC
The International Institute of Building Enclosure Consultants (IIBEC) is a global association of professionals who specialize in updating buildings and infrastructure to meet the demands of climate, sustainability and performance requirements.
The Challenge
IIBEC wanted to reach two important audiences — the world’s building enclosure experts to promote the value of IIBEC’s membership and certifications; and large and small building owners and managers who would hire these consultants. The objective was to drive greater awareness of consultants’ expertise and the services they provide, ultimately leading to both higher revenue for consultants, and creating greater recognition of IIBEC in the building enclosure marketplace.
Insight
Through our discovery process, we identified how different the audiences were. How IIBEC consultants serve both technical AEC practitioners and non-technical owners and operators, with very specialized services. In addition, current and prospective members of IIBEC are equally diverse, representing solo proprietorships all the way to multinational engineering firms. Our work would need to serve all audiences effectively, addressing different customer journeys.
The Answer
Visually, we built a distinctive look and feel for the campaigns, with dramatic imagery and video showcasing the organization and the consultants equally. Greatly differentiated from the main IIBEC brand, the consultant campaign was brought to life through videos, a trade show exhibit display, merchandise, and a landing page that helps users find the right consultant for any building enclosure need. A digital marketing campaign will launch summer of 2023, with a highly-targeted audience approach. To drive new membership, we refreshed IIBEC’s materials to attract younger members.
IIBEC needed an archive of high-quality portraits to be deployed across all touchpoints. We designed a bespoke look that showed consultants in their various modes — from the office to the boardroom to the construction site.
We mobilized our award-winning video team to capture interviews and
field footage of IIBEC consultants for a series of videos promoting
every aspect of their expertise from waterproofing to exterior walls to
roof systems.
IIBEC’s new multimedia website has won international awards, including the 2023 gold Hermes Creative Award, for its rich content, interactive graphics, and visual sizzle.
To showcase IIBEC at one of the biggest tradeshows in the building industry, we created a booth that is highly visual, deploying video as well as backlit displays and compelling messaging.
The Building Enclosure Symposium needed a facelift to communicate its international scale and prestige. We created a new logo mark based on the superlative acronym “BES”. The new color palette is stylishly muted with bursts of vibrant color that evoke international events like Davos and TED.
IIBEC’s annual convention needed a first-class brand to attract the world's foremost building experts. Our design team created an elegant, approachable experience that combines hand-drawn illustrations, oversized type, and a striking color palette.
We overhauled IIBEC’s communications materials, including business cards and stationery, building on their existing logo with new line art, accent colors, and stylish typography.
Highlighting the diverse faces of consultants, IIBEC's new membership flyers unpack the full suite of benefits -- from networking to community to credentials to the reputational impact of joining the organization.
To celebrate its Ruby Anniversary, IIBEC needed a showstopper for
their annual conference. We mobilized our award-winning video team to
create a 40-year retrospective that would bring the house down. Combing
through hundreds of hours of footage and thousands of photos and
documents, IIBEC’s crack marketing team worked with us to build an
inspiring narrative around the story of IIBEC.
“They deliver exceptional work, project after project. We initially partnered with Silva Brand to tackle a unique brand and marketing challenge on behalf of our members, and they fully engaged with our organization to create the best possible outcome. They are a caring, thoughtful, and creative team that we continue to work with on a regular basis.”
BRIAN PALLASCH
CEO/EVPIIBEC
