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Austin Business Journal - Bury+Partners rebrands to show off regional identity

09-13-13 - Jan Buchholz - Staff Writer, Austin Business Journal

Bury+Partners Inc. is no more. The Austin-founded engineering and consulting firm is now simply known as Bury.

The logo is different and its color scheme has changed. The rollout of the new messaging represents thousands of dollars in time and direct investment.

Exactly how much has been spent during the past year in development and implementation, Bury executives wouldn't say, but the changes involve a radical makeover for the nearly 30-year-old firm, which counts 285 employees in Austin, San Antonio, Houston and Dallas. Bury+Partner was ranked No. 6 among Austin's largest engineering firms, with $18 million in 2011 billings, according to the ABJ Book of Lists.

"It's not about the logo, it's about how we talk about ourselves," said Nick Moulinet, senior vice president and director of marketing and business development. "The logo is simplified, but the message behind it becomes stronger."

What Paul Bury III — the CEO and president — wants to get across is that the company is much more today than what it was — primarily a land development engineering firm.

To that end, company executives followed a risky and expensive strategy about a year ago. It hired Creature, an edgy Seattle- and London-based branding consultant. They heard pitches from local firms but were unimpressed with what seemed like traditional, conservative fare. So they ventured out.

Hiring them meant extra travel costs and paying a premium for big market guns. Then there was the expense of rolling out the new logo on everything that incorporates the company name from signage to letterhead to website redevelopment.

On Sept. 13 the company was expected to bus all employees from the offices outside Austin to a celebratory event at Brazos Hall. By Sept. 16, the big blue Bury+Partners signs at 221 W. Sixth St. and its other locations will be taken down and replaced with the new version.

"We're breaking past that stodgy old engineer impression," Bury said.