ICOP

In-Field Revelations & Structural Reconfigurations

The workshop took us to ICOP’s offices in Purcellville, Virginia, where we visited an active jobsite and discovered something surprising: another geotechnical contractor right beside ICOP’s crews, performing work well within ICOP’s wheelhouse. Instead of a single point of contact, the GC was juggling two separate contractors, unaware that ICOP could do it all. But brand awareness was only part of the challenge.

By merging ASAP Group and GeoStructures, ICOP wasn’t just bringing two companies together under one roof, they were merging two distinct cultures. The key to doing it successfully by tapping into team pride. Geotechnical and geostructural work is, by nature, completely invisible to the average person. But it’s literally foundational for life as we know it. Our team guided discussions and pushed it into a more emotional and motivational direction. As the group of engineers and experts began describing the “why” behind their work, something amazing happened: unanimous agreement. 

We left the room with a clear direction for a united ICOP. 

What We Did

• Stakeholder Interviews
• Strategic Workshops
• Brand Audit
• Competitive Audit

Foundational Messaging

That direction came through in ICOP’s verbal identity: the foundational messaging that captures company culture and sets the tone for all future communications. Our brand strategy team translated workshop conversations into powerful purpose, mission, and vision statements.

From there, we were able to apply the deeper “why” to the company’s approach (“Set the Pace, Solve Ahead, and See It Through”) and offering (“end-to-end geotechnical solutions backed by decades of design-build experience”).

In preparation for the brand launch, we also formed a set of messaging pillars to guide all internal and external communications. We recommended that every marketing message, social media post, or public comment touch on at least two of the four pillars.

All of these elements culminated in their tagline: “Strength Below the Surface.” The phrase speaks to both the literal underground foundations ICOP builds while also implying a set of deeper values in the form of reliability, trust, and expertise. That message neatly encapsulates the essence of ICOP. With it in place, we were ready to take on the company’s visual identity.

What We Did

• Positioning Statement
• Purpose, Vision, and Values
• Strategic Narrative
• Verbal Identity
• Key Messaging

Finding Brand Inspiration in a Borehole

Our brand design team began with ICOP International’s logo and refined it based on the new strategic direction. The new brand needed to feel familiar and fresh, all at once.

The most attention-grabbing aspect of the final design was the O: a distinct geometric mark inspired by the form of an auger drill. It was flanked by bold letters with balanced, readable counterspaces (“C” and “P”). When locked up, the mark and tag were separated by a bold keyline: a visual tie-in to “Strength Below the Surface.”

What We Did

• Creative Direction
• Logo Design
• Visual Brand System
• Brand Guidelines

The Whole Package

ICOP signed on for a brand asset buildout package which included print-ready stationery — letterhead, business card, envelope, and folder — as well as branded templates for Word, PowerPoint, and other corporate documents.

Our team then designed digital assets to brand ICOP’s American social media presence and a full event kit including a pull-up banner and booth design perfect for trade shows and career fairs. An email signature that could be used by every ICOP team member. Equipment decals for all applications. Stickers and patch designs. A values card that employees can keep with them (or in their equipment).

Finally, we gave the ICOP marketing team everything they needed to apply the brand in the years ahead: a handy brand rollout checklist, complete brand guidelines, equipment branding mockups, and a living Google Drive with all of their assets.

What We Did

• Print-Ready Stationery
• Event Tools & Collateral
• Internal Branded Assets
• Social Media Toolkit

Communicating the Change

Every company-wide change requires serious communication. To make them successful, FieldWrk developed thorough internal messaging guidelines and schedules. Our strategy team wrote and designed a comms booklet to be provided to every employee. Managers also received a one-sheeter, which contained best practices for communicating with their crews. Lastly, we prepared a one-sheeter for the executive team, which shaped how to announce the merger at the leadership all-hands meeting.

All materials proved essential as the ICOP, ASAP Group, and GeoStructures team navigated the transition.

What We Did

• Internal Brand Rollout Plan
• External Communications Plan
• Manager Talking Points 
• Transition Announcement

Content Backed by Deep Engineering Expertise

Going into web, we had three major goals:

• Give users a place to land during the main build
• Provide accurate, actionable geotechnical content
• Tell the ICOP, ASAP Group, and GeoStructures stories

Before getting started, we created an initial landing page for the ICOP team. It served as a digital hub for the company and gave visitors immediate access to high-level information while we worked on the full website build.

We began the full web process by connecting our senior copywriter with subject-matter experts to gain a detailed understanding of the company’s process and offerings, then translate those technical requirements into readable, referencable web copy. We followed SEO best practices to structure each service page, creating informative content geared toward the specific needs of GCs and developers. The result is a scannable, informative, and useful guide to each capability.

The website was an ideal place to tell the story behind ICOP, ASAP Group, and GeoStructures. We dedicated a full page to ICOP’s North American expansion and century of global expertise, along with a year-by-year timeline of key milestones across the two U.S.-based companies, all articulated with the goal of “unifying our legacies for a stronger future.”

We hit “launch” earlier this year. The end product is easy to navigate, beautifully designed, and truly informative. Want to tour ICOP’s site yourself? Take a look around — we’ll be here when you get back.

What We Did

• Web Strategy
• Site Design and Development
• Copywriting
• User Journey & Navigation

Three Stories. One ICOP.

As we look back at all the deliverables, hours, and work done on this project, the stories are what stick with us most. Getting to know the folks at ASAP Group, GeoStructures, and ICOP was fundamental; hearing their accounts firsthand gave us the inspiration we needed to help them navigate a notoriously challenging transition. 

At the end of the day, the ICOP team received everything they needed to launch their new venture. We were proud to give them the best of the best.