Helix Electric engaged Jacob Tyler to comprehensively refresh their brand messaging and positioning, create a new tagline, and improve their online design and user experience. The primary objective was developing a digital presence that effectively highlighted their company culture, core values, and exceptional work quality.
Helix Electric approached Jacob Tyler after more than a decade without a brand update. Despite embodying values of people-centricity, innovative approaches, and cutting-edge technology in their daily operations, these strengths weren’t being effectively communicated to potential employees and prospective customers.
Jacob Tyler initiated the project with a strategic meeting with Helix’s leadership team, launching what would evolve into a comprehensive brand refresh. The goal was to develop authentic brand messaging and storytelling that truly represented Helix’s identity. Jacob Tyler’s responsibilities encompassed creating this new brand narrative, conducting thorough market research, and designing a flexible, scalable website architecture that could grow with the company.
Jacob Tyler aimed to reposition Helix Electric in the marketplace, building on their established reputation while highlighting their innovative approaches and solutions. This strategic rebranding was designed to increase brand awareness among both potential employees and customers. The project scope extended beyond developing core brand messaging, strategy, and platform to include creating an integrated campaign and comprehensive website. These digital assets served multiple purposes: announcing the relaunch, reinforcing relationships with existing employees and clients, and attracting new business opportunities.
The website design and development centered on two key areas: case studies and careers. Helix takes pride in employing top electricians in the industry, making recruitment a top priority for this non-union shop. It was essential to highlight the brand’s culture and growth opportunities for potential employees, as well as to showcase the quality of their work for prospective clients. Jacob Tyler created a dynamic careers and case study section that emphasizes compelling imagery and storytelling. The site was built with a mobile-first approach, reflecting historical analytics that indicated most visitors accessed the site via mobile devices.
Through discussions with the Helix team and user research on site visitors, Jacob Tyler designed an engaging user experience that highlights client case studies with striking, large imagery, allowing Helix’s work to shine. The team developed a tailored mobile environment that differs slightly from the desktop version, enhancing overall page views and increasing the time each visitor spends on the site.
Jacob Tyler engaged with the national leadership team across eight states to discuss the new business strategy, customer focus, and overall business goals. The discussions also covered the brand’s history, leading to the development of a new tagline, positioning, core values, and mission statement. A comprehensive brand guide was then created and distributed to 2,200 employees nationwide.
Following the brand launch, Jacob Tyler helped develop the style and content for social media advertising aimed at highlighting the company culture to attract new employees.
