Forward-Looking New Corporate Identity Wins Cambridge Systematics Third Place at 2016 SMPS Awards

At the Society for Marketing Professional Services (SMPS) Awards Gala in Philadelphia, Pennsylvania on Thursday, August 11, 2016, Dina Baker, Director of Marketing and Communication at Cambridge Systematics, accepted a third place award on the firm’s behalf. The award, given by the longest-standing, most prestigious competition for excellence in marketing communications by professional services firms in the design/building industry, recognizes the outstanding rebranding efforts Cambridge Systematics undertook in 2015 to revamp its corporate identity. Baker, accepts 3rd Place Award

“It’s an honor to be counted among this group of deserving award winners to receive recognition from SMPS on the effectiveness of Cambridge Systematics’ new visual identity and the representation of our brand that it allows,” said Baker. 

The SMPS Marketing Communications Awards Program “provides an unparalleled opportunity for professionals to showcase their best marketing practices and to educate the industry about the critical role of marketing in a successful firm,” according to the SMPS website. The competition is open to SMPS members and nonmembers both in the United States and at international professional services firms.

Cambridge Systematics’ winning entry demonstrated a before-and-after look at the firm’s rebranding. The rebranding effort, which took six months to complete, was a joint effort between the firm’s in-house marketing and creative services team and Myriad, a Boston-based creative agency. The new brand, which effectively closed the gap between the firm’s forward-thinking brand reputation and its more dated visual identity, conveys the forward motion, energy, confidence and flexibility that its clients have come to expect of Cambridge Systematics, a premier consulting firm providing transportation planning, analysis and software.

The brand’s changeable tagline and new website are two examples of how the brand embodies flexibility and the tailored solutions Cambridge Systematics delivers. While the second word in the tagline always remains “forward,” the first word changes to reflect the broad range of Cambridge Systematics’ work and the flexibility of its approach. Through the agile tagline, the identity encompasses Think>Forward, Solve>Forward, Imagine>Forward, Innovate>Forward, Lead>Forward, and many more from the 30-word pool of options. The new website greets visitors with the question, “How can we help you?” Answering the question spurs the website to create a new, custom home page in response to the visitor’s interests, easing navigation of the firm’s vast array of capabilities.

Cambridge Systematics has 12 offices across the United States, including its headquarters in Cambridge, Massachusetts.

About Cambridge Systematics, Inc.

Cambridge Systematics specializes in transportation and is a recognized leader in the development of innovative policy and planning solutions, objective analysis, and technology applications. For more information, please contact Dina Baker at or 617.243.0412.