WSP

WSP provides engineering, design and consulting services for built and natural environments, solving some of the world’s biggest and most complex challenges. To keep driving growth as the business continued to grow in scale and ambition, unite 80,000 people and attract the world’s best talent, WSP recognized the need to evolve its brand to better reflect its ambitions of becoming one of the most valuable professional service brands in the world. 

Working in close partnership, we collaborated with WSP to develop a bold new identity and Brand Idea – Visioneers – capturing what truly sets WSP apart – its people and their mindset.

Where we started
It’s hard to imagine a more astonishing business than WSP. As a global professional services firm, partnering with clients to make a positive impact on society, it operates at an extraordinary scale, and has an ongoing ambitious acquisition strategy. In just ten years, WSP has grown to more than 70,000 people, managing 200,000 active projects in more than 100 sectors from aviation to water and serving more than 9,000 clients. WSP is constantly reimagining what’s possible for our world.

The journey
Often brands in this category operate in a ‘sea of sameness’ with similar tonality and predictable imagery. Through a collaborative process – listening, exploring and shaping ideas together – we worked alongside WSP to help articulate a Brand Idea that could unify teams across cultures and continents, support future growth and attract the next generation of talent.

Introducing our Brand Idea: Visioneers
The Brand Idea came from what felt most true to them – their people. Their people are not just engineers, but the ones who are visionary and pioneering, defining and creating iconic projects that reshape our world and benefit humanity. They are Visioneers. It is unique to WSP, capturing both who they are today and where they are headed. 

To refresh the brand, the iconic WSP red was evolved into a bold monochromatic palette and distinct imagery with fresh perspectives. A dynamic typography approach incorporates the Montreal font as a subtle nod to their roots and heritage. A compelling tone of voice that gives WSP verbal stand-out across internal and external comms.  And we worked closely together to shape and deliver new and inspiring ways to demonstrate their capabilities and tell their incredible stories.

The brand identity refresh launched with WSP leading an incredible global internal rollout involving 400+ professionals, 17 workstreams, 18 time zones, and one vision – to light up, in real-time, 10 of their projects worldwide.

Where we are now
Since launch, our partnership with WSP continues. We have worked together on rollout campaigns for Energy and Water, supported the development of a new platform for their fresh thinking and bold perspectives: ‘Visioneer Voices’, and are developing proprietary research, content strategy, bespoke regional campaigns and more. 

WSP is showing up with all the confidence and distinctiveness that has always been a part of them. We are truly dreaming bigger, together.