Case Study: Henderson Services
Industry: Electrical Engineering & Construction
Location: Louisville, KY
Focus: Brand Strategy, Messaging, Slogan Development, Website Restructuring
Challenge:
Henderson Services, a leading electrical engineering firm in the region, needed a clear, cohesive brand message to reflect their deep commitment to safety, service, and internal excellence. Despite a strong reputation and deeply held values, their website and communications lacked clarity—and leadership struggled to distill their identity into a unified message that could represent both field operations and executive vision.
Approach:
As a consultant, I led a brand discovery process built around a structured series of confidential, one-on-one interviews across all levels of the company—from executive leadership to field electricians. Each team member answered the same set of questions about Henderson’s mission, values, and differentiators. By anonymizing and analyzing responses, I uncovered deep patterns that revealed the shared language and ethos of the company.
This employee-centered research became the foundation for reorganizing their website content, refining brand messaging, and creating a company-wide slogan.
Outcome:
• Slogan Created: “Service is our goal. Safety is our standard.”
• Language derived from the interviews was integrated across the website and company materials
• The slogan was adopted company-wide—including use on service vehicles
• Employees felt heard and aligned, while leadership praised the process as both strategic and affirming
• Though the website has since evolved, the language continues to define the company’s external identity
Impact:
This process didn’t just result in a new slogan—it aligned internal voices, clarified external messaging, and created lasting brand language grounded in employee insight and company truth.