Spalding DeDecker
Overview
Spalding DeDecker has spent more than seven decades laying the groundwork for the infrastructure we rely on every day. Founded in 1954 with a handshake, a single drafting table, and a promise of absolute quality, the firm has grown into a multi-disciplinary engineering and surveying powerhouse. Yet, while their field crews were utilizing cutting-edge UAV mapping and managing massive municipal civil projects, their digital footprint was still anchored in the past. The challenge wasn’t just building a modern website, it was capturing the scale of an organization with hundreds of employee-owners, multiple regional offices, and a legacy of trust spanning generations. CRIMSON’s mission was to build a unified digital ecosystem that matched their high-precision execution with equally high-precision storytelling.
Capabilities
Brand Messaging Development
UX/UI Design
Website Copywriting
Web Design & Development
What We Did
CRIMSON started with developing key and supporting messaging with the intention to inspire specific audiences to engage, act and react with the brand (M&A targets, partners, industry leaders, potential customers, etc.). This messaging also helped inform the visual identity of the website. Through this work, we developed a unifying idea that drives the overall marketing efforts. By creating a story through messaging (written and visual) based on discovering Splading DeDecker’s true brand personality, and the lasting impact of their work, we were able to create a site and brand messaging that connects more deeply with the brand’s audience.
Through the website redesign and redevelopment process, CRIMSON identified key competitors, website audience and business goals to align the site’s architecture to the user’s needs while driving them to key business objectives conversions. Our design approach focused on modernizing the digital presence of Spalding DeDecker through bold colors, high impact and authentic imagery and brand reinforcement throughout the site. The development employed modern user experience techniques to improve engagement and overall user experience on the site. Things like smooth animated interactions, scrolling animations, intuitive navigation and easy to find information. We also focused on creating an intuitive experience for site admins, providing friction-free processes for adding regular updates to the site.
Results
3 months after the website’s relaunch in April of 2026, the site has seen a small increase in daily active users and a 6% increase in active user page views. The Google search rankings for the site have also improved with the average position improving by 1.3 positions and an increase in click through rates of 3%.
