newberry
concept
Newberry Architecture, a well-established name in architecture and design, sought to shift focus from its founding principal, Ken Newberry, to the principal team who would eventually lead the firm. With retirement on the horizon for Mr. Newberry, the rebrand aimed to elevate the three principal designers—Clint Johnson and Gina Brown—ensuring a smooth transition for clients and maintaining the firm’s trusted reputation.
challenge
Newberry’s clients are accustomed to working directly with Ken Newberry, and many viewed him as the essential lead on projects. The challenge was to rebrand the firm in a way that positioned the principal designers as credible leaders, fostering client relationships with the broader team to prepare for Mr. Newberry’s retirement within five to ten years.
solution
SB Digital + Design developed a series of high-quality videos featuring each principal designer, presenting them as approachable and skilled leaders. These videos served as an engaging tool to introduce the principal team, allowing clients to become familiar with their personalities and expertise in a fun and inviting way.

industry
professional services
project type
brand development, digital marketing, brand strategy, brand identity
client
newberry architecture
project overview
The Newberry case study highlights the strategic rebranding efforts that positioned the principal team to take the lead in a firm where the founding principal is the recognized figurehead. Through a video marketing series, SB Digital + Design successfully showcased each principal’s expertise and personality, building client trust and setting the stage for a smooth leadership transition. This case study demonstrates the value of strategic storytelling in professional succession planning.
The rebranding began with a video marketing strategy, where each principal designer was featured to highlight their role and personal connection to Newberry’s values. These professionally produced videos emphasized the firm’s high standards while connecting with clients on a personal level. Posting the videos across platforms like Facebook and YouTube allowed for targeted engagement with the audience, building credibility and ensuring clients were familiar with the principal team. This strategic content approach fostered trust and prepared clients for a smooth transition of leadership.