The Right Idea

Grafik is a Washington, D.C. based branding and marketing agency helping clients around the globe better understand and engage their audiences in meaningful ways. From strategic positioning and customer experience design to marketing automation and lead generation, we’re here to build and grow your brand. Because your business depends on it.

 
Undisclosed
 
Undisclosed
 
10 - 49
 Founded
1978
Show all +
Alexandria, VA
headquarters
  • 625 North Washington Street, Suite 302
    Alexandria, VA 22314
    United States

Portfolio

Building A Brand Architecture For EYA

Highly esteemed by fellow developers, local civic leaders, and more than 4,000 homeowners, EYA has always been a successful company. But when its leadership came to Grafik, our strategists suggested a major shift in the way EYA was doing business. Rather than marketing each property individually, we believed the key to success in the long term was a powerful overarching brand.

Our research led us to recommend a new

brand architecture that would allow every neighborhood to retain its individuality while delivering on a consistent brand promise. EYA would offer homebuyers more than just a new home—it would offer a one-of-a-kind lifestyle.

Today, when EYA reviews a proposed property site, one question is always asked: Does this site embody the mantra? If it doesn’t offer “Life Within Walking Distance,” then there’s no deal. It’s that simple. Our rebrand has helped EYA become more focused, more thoughtful, and more successful.

Designed to underscore the brand mantra and highlight the newest neighborhoods, the new corporate site serves up the most relevant locations through geo-targeting using mobile GPS or IP data.

Grafik has played a critical role in developing identities for EYA neighborhoods since we began working with them nearly a dozen years ago. 

Driving Awareness For The Cystic Fibrosis Foundation

Awe-inspiring advances in the treatment of cystic fibrosis have added tomorrows for thousands now living with what was formerly seen as a pediatric disease. Our long-time client, the Cystic Fibrosis Foundation, plays a major role supporting both patients and the scientific community. CF clinical trials are key to continuing this progress—but with a patient population of fewer than 35,000 people across the country, enrolling

patients in the hundreds of ongoing trials is difficult. 

The Foundation built and hosts a powerful tool on its website—the clinical trial finder. But awareness of the finder, and of the importance of participation in clinical trials, needed a boost. Leveraging the foundation’s unique commitment to a collaborative approach in seeking the ultimate cure, we created the multi-media Trailblazer campaign. Highlighting the importance of trials, it recognized the entire community’s role—from patients to supporters to researchers. We also focused on the surprising number of trials, and the ease of researching them thanks to the trial finder. 

Key performance indicators centered on increased use of the Clinical Trial Finder—more traffic to the finder, greater time spent on the Clinical Trial Finder page, and more “Ask About Participating in This Study” submissions. In just over a month, the campaign shattered the goals.

Branding A Tech Startup, Capella Space

How do you reach customers from space? That was the challenge facing one of San Francisco’s brightest startups. Grafik helped out by establishing a clear path to prospects.

Led by some of the most brilliant young minds in the space industry, Capella had been carefully considering every facet of their newly designed satellites and running countless tests to ensure their successful launch and deployment. But

the startup hadn’t stopped to think about who they were, what they were enabling, and how they were shaking up the market.

After extensive interviews with Capella leadership, VCs, customers and partners, and competitive positioning exercises, we realized that the story is not in space, but the effect on Earth. This angle allowed Grafik to articulate “a new perspective” for the startup. We developed a new brand and messaging strategy to introduce prospective customers to the myriad commercial, and affordable, uses of space-based technology.

With this in mind, Grafik created a brand and messaging strategy built on Capella’s groundbreaking approach to earth observation. We designed and developed a new website to drive awareness of real-world applications in everything from agriculture to infrastructure to disaster recovery, explicitly addressing the needs of core personas identified during strategy. For the site’s brand video, we let the team’s passion and boldness come through to bring the Capella story to life. The video has received over 6,000 views and counting.

Place Branding to Connect The D.C. Riverfront

Buzzard Point is a historic Washington, D.C. landmark, the final jewel in the crown of the Capitol Riverfront Community—the District’s fastest growing neighborhood.

With beautiful new residences, retail spaces, open-air markets, and an active shoreline still many months away, Grafik used the grand opening of world-class Audi Field to launch our place branding campaign this summer.

Online, in

signage, social media, and PR, we leveraged its deep history and bright future to bring the inspiring vision of Buzzard Point to life.

Festivities around the inaugural D.C. United game at Audi Field meant plenty of reasons to post invites, reminders, and schedules for fans wanting the latest news. It was also the perfect chance to capture new neighborhood followers. We made certain the Buzzard Point branding was prominent in all of them.

 

Reviews

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Rebranding & Marketing for Home Builder

“They are one of the most thoughtful firms I’ve ever worked with.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$1,000,000 - $9,999,999
 
Aug. 2017 - Ongoing
Project summary: 

Grafik Marketing Communications supports rebranding for a homebuilding firm. The effort included a complete site reboot, with HubSpot marketing, Pimcore CMS, and unique community pages.

The Reviewer
 
51-200 Employees
 
Ashburn, Virginia
Glenn Forester
VP of Marketing, Van Metre Homes
 
Verified
The Review
Feedback summary: 

The new site is easy to navigate and receives positive feedback. Grafik Marketing Communications was solutions-oriented, forthcoming with reports, and quick to make improvements. Their insight into consumer needs is strong, and they’ve helped differentiate the brand within the market.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

Van Metre is a homebuilder of condos, townhomes, and single-family homes. I am the VP of marketing.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Grafik Marketing Communications?

We started a rebranding effort for the entire company and for each division. We wanted to differentiate ourselves and tell our unique story. I joined the company partway through this initiative, and Grafik came on at the beginning. The project was designed to give a voice to our new homes division and to illuminate our values as a local company that has been in business since 1955.

SOLUTION

What was the scope of their involvement?

They did a top-to-bottom reboot of our website design and content, brought HubSpot into our backend to help with marketing, lead flow, and lead generation, and did a lot of independent community branding. The backend content management system is built in Pimcore, and is one of the biggest changes for us. We had thousands of images and content blocks that needed to be structured.

Each community within our network has its own individual page, with its own look and feel, theme, and storyline. Each page is unique, with individualized word marks to match.

What is the team composition?

Our main point of contact is their SVP of client services. We also work with two of their principals: their head of client strategy and a creative director.

How did you come to work with Grafik Marketing Communications?

They were hired before I joined the company, but I know they were selected because of their breadth of experience in other industries. Our leadership wanted an agency that didn’t focus solely on real estate or home building that could bring a different perspective to our brand. Their creativity, strategic ideas, and scope of work were all factors in hiring them.

How much have you invested with them?

We’ve spent $1.5 million–$2 million.

What is the status of this engagement?

Our collaboration started in August 2017 and is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We get great reviews, especially within the real estate community. Agents always comment on how easy our site is to navigate. Information is easy to find, and our SEO is one of the biggest changes they’ve made.

Everything they designed is an improvement upon the old site. People look at us differently, and recognize us as a stable company in our area. The site shows both our longevity and our local presence in the right way. They have an amazing insight into what a consumer wants and needs, and they’ve shown our brand in a very different light.

How did Grafik Marketing Communications perform from a project management standpoint?

Their project management was great, and they were upfront about deliverables and issues they found with our old legacy site. We emailed back and forth quite a bit, met in person all the time, and used Basecamp for part of the project. They were very solutions-oriented, and it was refreshing to get their reports on what they had found and how they planned to fix everything.

What did you find most impressive about them?

They are one of the most thoughtful firms I’ve ever worked with, and they consider both the rational and the emotional sides of the customer journey. Not only do they care about our brand, they care about our community. We’re a very philanthropic organization, and they help with our charity events and attend our grand openings. They’re truly invested in the company and want to make sure our brand is showcased properly. I’ve never seen so many people from an agency attend a grand opening event before.

Are there any areas they could improve?

I would love to see them bring photography and videography in-house. Their creative directors have an amazing eye, and it would be nice to have that level of talent within the agency, without needing to contract a third-party photographer.

Do you have any advice for potential customers?

Let them go through their discovery process. They’re very thorough, and it’s worth every hour they spend. It was one of the most important things they do, and it will have an impact on the success of your project.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer