NEW YORK, Dec. 21, 2016 /PRNewswire/ -- BrandTuitive, the New York-based brand strategy and positioning agency, has rebranded Mueser Rutledge Consulting Engineers, MRCE, a leading geotechnical engineering firm. MRCE is known for its work on the foundation of the World Trade Center, which is credited with keeping lower Manhattan from flooding after 9/11 because of the "bathtub" they built that houses the building's foundation. The rebranding includes brand positioning, messaging, new logo, tagline, overall look and feel and website, mrce.com. The new tagline for MRCE is "built on firm foundations," which reflects its long heritage of engineering expertise and important work today.
"MRCE has built a reputation for excellence in a high stakes business," said Jeanine Debar, President, BrandTuitive. "From building in areas with seismic activity to building close to water, some of the most complex projects in the world have been successfully tackled by this collaborative team of industry veterans and young talent."
Through the discovery process, BrandTuitive revealed how MRCE's rich 100-year history provided an unequaled treasure trove of significant industry knowledge, including street maps of underground Manhattan dating back to the early 1900s, core samples of what lies beneath skyscrapers, an in-house instrumentation lab and a library of case studies of innovations developed within their own walls.
"It was thrilling to see these actual pieces of Manhattan's history," said Todd Brenard, Chief Strategy Officer, BrandTuitive. "We knew that highlighting these historical treasures could play an important role in telling the MRCE story."
BrandTuitive's work included naming and trademarking the expansive collection of engineering innovation as MRCE's "Treasury of Knowledge." The agency is building an interactive display of the items as a new tab on MRCE's website devoted to sharing this history and innovation with the world. It will launch in the early part of 2017.
BrandTuitive is a full-service branding, marketing and advertising agency based in New York City. Since 2010, BrandTuitive has consistently delivered strategic insights, on-brand solutions and results-driven creative to clients. From global powerhouse brands to quickly emerging startups, BrandTuitive's clients range across a wide variety of industries. For more information on BrandTuitive, please visit www.brandtuitive.com.
Matt Van Hoven
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