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Challenge
RJC Engineers is a national engineering firm with deep expertise across complex areas like structural engineering, sustainability and embodied carbon, but that expertise wasn’t always translating into broader visibility outside the industry. As the firm continued to grow, RJC needed to strengthen its national media presence and establish more of its engineers as trusted voices on the issues and projects shaping Canada’s built environment.
In 2025, that challenge expanded inward. With a refreshed brand purpose, promise and values ready to launch across a 700-person, 15-office organization, RJC needed to ensure the brand was more than a new set of words and visuals. The opportunity was to build a stronger external profile while creating genuine understanding, participation and adoption among employees across the country.
Our Approach
Talk Shop created a connected communications strategy designed to build RJC’s reputation externally while strengthening engagement with the brand internally. An always-on media relations program elevated RJC’s expertise in sustainability, embodied carbon and major construction projects, combining timely commentary with proactive storytelling, thought leadership, press releases and awards. By localizing national stories and building a broader bench of spokespeople across RJC’s offices, we gave more of the firm’s experts a voice and created more opportunities to keep RJC in the conversation.
When RJC introduced its refreshed brand in 2025, we extended that strategy inside the organization. We worked across operations, HR, IT, finance and marketing to identify what employees needed to understand, embrace and ultimately champion the new brand, then turned those insights into a company-wide rollout. Intranet and email storytelling built understanding over time, while an experiential art challenge and launch celebration invited employees to interpret and participate in the brand themselves, helping turn a corporate refresh into something employees could genuinely make their own.
Results
The integrated program strengthened RJC’s brand from both directions. Externally, the firm became the clear share-of-voice leader in its competitive set, earning coverage in outlets including CBC News, The Globe and Mail, CP24 and the Toronto Sun. Internally, the brand refresh achieved full employee participation and sparked three new annual initiatives, communications practices and cultural celebrations, turning the launch into lasting change rather than a one-time announcement.
Let’s Talk Shop.
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