Snyder is an exterior commercial contractor serving the Pacific Northwest since 1922. With offices in Oregon and Washington, Snyder works with the region’s leading general contractors, property managers, owners, architects and consultants to deliver on their clients’ most challenging commercial building projects.
Snyder operated as “Snyder Roofing & Sheet Metal” for more than 90 years. Their reputation was built on roofing, but their services had grown throughout the building envelope. To gain market share, Snyder needed to reposition themselves in the minds of prospective and current customers. While the need was to describe what Snyder does, it was also a matter of articulating value through how and why. Moreover, the culture and operational protocols of Snyder were fractured among its three regional offices.
Snyder engaged OVO to direct a rebranding effort targeted at updating customer perceptions, to drive another phase of growth, and to equip the organization with the tools to apply brand thinking throughout the organization. Our work defined a truncated name that succeeded in retaining 90+ years of equity, while accommodating a broader capabilities set. Further, our early work together has resulted in redevelopment of the corporate mission, a redefinition of the brand positioning, and a revitalization of the brand identity executed through a host of deliverables including print, environmental graphics, sales support materials and website design and development. OVO’s ongoing work for Snyder includes organizational consulting, execution of strategic communications and management of the annual marketing program.