Purposed for People Manifesto

In 1950, Dr. Albert Halff founded his one-man consulting firm in Dallas with the core tenet of “focus on people, treat them well and success will follow.” His servant leadership, and “people before profits” mentality, still resonate within the firm today. With 1,400 employees across 28 different offices in five states, Halff is one of the nation’s largest engineering and architectural consulting firms.

The firm’s last branding efforts occurred in 2007, and they wanted to modernize their image in advance of their 75th anniversary. In addition to portraying a more dynamic firm with expanded services, Halff wanted to humanize the brand and portray a people-first image that was uniquely dedicated to improving the lives of coworkers, clients, and communities.

The new campaign was called Purposed for People. It included a new logo, business system, sales enablement, and culture initiative called Halff S.E.R.V.E.S. that leveraged the servant leadership mentality inspired by Dr. Halff. The campaign also included a large 275-page website that featured a new manifesto video.

To ensure an authenticity that Halff was truly “purposed for people,” the talent for the manifesto video featured all Halff employees (and their dogs, kids, and spouses). Using real people gave the brand a sense of dependability, creativity, caring, trust, and friendliness while actually showing the people a potential client, or applicant, would work with. And showing real projects reflected how the things engineered by Halff truly impact communities and generations.