CASE STUDY: CAMENS Architectural Group

SUMMARY

Chief Architect Marc Camens established Camens Architectural Group in 1982 to design luxurious custom homes, with specializations in construction administration, interior design, and renovations. Their work now spans the U.S., Italy, and Switzerland, and also includes a limited amount of commercial architectural design. But their brand? It wasn’t living up to its potential for the high quality, forward-thinking perspectives, and international caliber of Camens’ work, nor was their brand marketing campaign performing for their bottom line. So, CRANK came in to not only reinvigorate their brand (while paying homage to its roots), but literally crank up their technical Search Engine Optimization and internet marketing strategies.

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OUR GOAL

To elevate and modernize the existing Camens brand and internet presence while carefully and strategically integrating the company’s legacy roots.

SERVICES PROVIDED

Logo evolution
Website evolution
Technical & Organic Search Engine Optimization (SEO)
Internet, Social Media & Email Marketing

Logo.

Challenge

Although the Camens Architectural Group logo was looking a little dated, it was how longstanding, loyal customers identified the brand. It was their comfort zone — and literally the roots of the company (the logo prominently featured a famous tree on the Ocean Golf Course at Kiawah Island).

Solution

Rather than revolutionize the brand with something entirely new that had no resonance with the past, we decided on a brand evolution instead. We wanted to leverage the recognition that Camens already enjoyed and build on that. We worked collaboratively with Marc — a creative and artist in his own right — to go through an iterative process of tweaks and modernizations to his existing logo without losing the roots (the TREE!) of the company and its brand awareness.

“CRANK rebranded our logo to an up-to-date design that gets us noticed wherever it is seen.”

-CAG | Camens Architectural Group LLC

Website

Challenge

The Camens Architectural Group website was a treasure trove of challenges and problems that we gladly hunted down. Here are the top five:

The site was hosted on an internal local server so it was completely invisible to search engines, rendering it completely useless for attracting new clients online.
Despite Marc’s STUNNING portfolio of work, much of his most recent work was missing leaving a gap in his firm’s work, aesthetic, and geographical progression.
The website had very little copy. A website must always keep two audiences in mind – humans and search bots. We needed better words that would speak to Camens’ target audience so his business could be found online.
As you can likely guess, the site wasn’t mobile optimized — a huge miss, knowing that not only does mobile search account for at least half of all web traffic, but also totally missing the mark on Google’s new “Mobile First” website ranking strategy.
There was no blog — a must-have to help increase organic traffic through targeted Search Engine Optimization.

Solution

Whereas we evolved Camens’ logo, we REVOLUTIONIZED the visibility of their website, optimizing the branding, content flow and technical functionality to reflect Camens’ prestigious body of work and be super-effective. That meant a new server and hosting platform, improved user experience and navigation, mobile optimization, strategic and SEO-friendly text, a blog, and more.

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“Our architectural service inquiries have skyrocketed with CRANK streamlining our website searches and implementing SEO best practices and web content.”

-CAG | Camens Architectural Group LLC