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Building a Difference Engine® for Concord

How Concord partnered with Articulate Marketing to transform their brand, messaging, and digital presence.

Project overview

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Brand Strategy Brand Strategy
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Expert Copywriting Expert Copywriting

A distinctive brand, a signature website and an authentic tone of voice: how Articulate helped Concord shine. 

Articulate Marketing partnered with Concord to deliver a new brand marketing strategy, including logo design, messaging pillars and personas, tone of voice, and a custom-designed signature website.

Today, Concord’s branding reflects its ambitious goals for environmental and business impact and underlines the company’s unique status as an industry pioneer—right at the intersection of environment, engineering and tax law.

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Setting the scene

About Concord

Concord helps investors and US-based renewable energy firms navigate energy-related incentives that save them money. These include 179D, R&D tax credits, transferable tax credits, and 6417 direct pay. Founded in 2009, Concord is led by Managing Director Dennis Stilger Jr. Since then, Concord has helped its clients win back more than one billion dollars.

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A bold step forward

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Concord's ambition

Inspired by our expertise and distinctive tone, Dennis approached us to help Concord stand out in the competitive professional services industry. Through focused workshops, we refined their personas, messaging, and market positioning, recommending a move from WordPress to HubSpot. This integrated, scalable solution aligned perfectly with their growth ambitions.

Our work included building a modern HubSpot website, conducting in-depth SEO and competitor analysis, and designing a bold new logo that reflects Concord’s mission and commitment to sustainability.

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Shaping Concord’s mission

Articulate Marketing helped Concord craft clear messaging for their mission, focus, and vision, creating a strong foundation. Paired with a solid strategy, this positioned them to connect more effectively with their audience.

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A foundation for success

We provided Concord with personalized HubSpot training, empowering them to manage their website independently. Our team also created initial sales materials and a brand book to support their future marketing efforts.

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Transforming vision into impact

A Difference Engine® to be proud of

Communicating your differentiators without a physical product can be difficult. But that’s precisely what the Difference Engine® does — it helps you engineer and define what makes your brand your brand. It’s a framework. It's marketing best practices. But mostly, it’s showcasing your stand-out, star quality to the people you want to know about it.

The development of The Concord Standard gives customers something to get excited about while providing a clear benefit to working with the experts at Concord. It tells website visitors what Concord does, who it helps, and how it helps them. It’s simple. But it works.

“Articulate provided clarity and confidence in defining our brand identity, positioning, and messaging, helping us create an authentic and engaging tone of voice.”

Dennis Stilger

Dennis Stilger Jr.
Managing Director at Concord

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Looking ahead

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A new identity

With a new, memorable logo, nature-inspired colour scheme, and revamped visual assets, Concord no longer looks up at its competitors. Instead, it sits confidently, and in its own right, between professional services and sustainability, boasting legal expertise and environmental zeal.