Sinclair & Co. re-brands, launches new Web site for client, S&ME Inc.
November 8, 2006

RALEIGH – Sinclair & Co., a full-service advertising and branding firm in downtown Raleigh, is implementing a re-branding effort for its client, S&ME Inc., which includes the launch of a new Web site at www.smeinc.com.

As part of the re-branding, Sinclair & Co. developed the firm’s new tagline, “Engineering Integrity.” The inspiration came from S&ME employees, said Karen Sinclair, founder and president of Sinclair & Co.

“When you ask S&ME employees what’s important to them, it’s doing their work right, on time and within budget,” Sinclair said. “With S&ME, clients discover a commitment to quality, a wealth of skills and talent but, above all, a fierce dedication to honesty and integrity. We thought the tagline, ‘Engineering Integrity,’ captured all that perfectly.”

S&ME, headquartered in Raleigh, employs more than 800 people in 22 offices throughout the Southeast. Engineering News Magazine, a leading trade publication, ranked S&ME among the top 100 “pure design” engineering firms in the country. S&ME provides services in geotechnical engineering, construction materials engineering and testing, environmental services, and occupational health and safety.

The new Web site features S&ME employees posing as though for covers of fashion magazines – albeit wearing admittedly unglamorous garb such as hard hats and field uniforms. The tongue-in-cheek concept plays up the fact that S&ME isn’t concerned about being flashy; it’s concerned about demonstrating good common sense and sound business principles. “Like any other service-based enterprise, a successful engineering firm must differentiate itself from the competition to recruit and retain clients, who are more discerning than ever before,” Sinclair added. “We think S&ME’s new Web site clearly communicates its core values.”