Video case studies: Show work you want to win
If a potential client browsed your website today, what kind of work would they think you do? What would they think you’re best at doing?
Most architecture, engineering, and construction (AEC) firms treat case studies, or project stories, like a portfolio archive and proof of past performance, stored in a tidy grid on your website. But case studies are more than an archive of what you’ve done, they’re representations of your values, ways of working, and should be treated like the strategic assets they are.
The first step in making the most of your case studies is rethinking their role and deciding which projects to feature, how to frame them, and what they communicate about your firm. Once that foundation is clear, then you can explore which formats, like video, will best bring those stories to life.
Every project you choose to feature (and how you prioritize it) communicates something to your audience. It tells a story about who you are, what kind of work you value, and what clients can expect when they hire you. That information makes up your positioning as a company and it happens whether you’re strategic about it or not.
Here are a few examples to consider:
+ If most of the projects are in one sector, you’re positioned as a niche specialist, intentionally or not.
+ If most of the projects you feature are in the public sector, you’re positioning yourself as a public partner, even if you work in private markets too.
+ If your highlighted projects are all more than five years old, you’re telling clients you’re proud of your work, but maybe not anything recently.
The problem becomes an archive of case studies that act more like recaps than forward-looking stories that shape perception of your brand and capabilities. Many firms plan for growth and expansion but don’t consider how their content may be an anchor holding them in the past. Fear of letting go of the work in older case studies keeps repeating a narrative that no longer supports their business goals, but adjustments made through a strategic lens may turn them into a powerful storytelling tool for today.
Case studies can live in many formats, such as written narratives, photography, presentations, and more – but the strategy comes first: identifying which stories will shape your positioning. Then comes the format. Increasingly, video has become one of the most powerful ways to tell those stories, so as you’re considering the customer you want to attract, think about what medium will resonate with them.
What is a video case study?
Video case studies can pull emotional levers that your typical portfolio page can’t touch. You can tell an emotionally persuasive story by combining music, interviews, drone footage, animations, and b-roll. The right video doesn’t just show the work, it should make it feel real to the viewer. Video case studies differentiate your firm.
Take our client, UMC, for example. They’re full-service mechanical subcontractors in the Pacific Northwest, working across commercial, industrial, healthcare, life sciences, and data center and public sectors. But lately, they’ve been utilizing video case studies to position themselves as leaders in environmentally responsible construction and energy system sustainability.
Not because that’s all they do. Not even because it’s most of what they do. But because it’s the kind of work they want to win more of.
Through compelling project videos, UMC elevates green building systems, climate-forward infrastructure, and tax-payer-conscious design. Their case studies act as a magnet for more of the work they care about and it’s working.
Here are two of the video case studies that we’ve produced in partnership with UMC:
For UMC and others, video case studies also present an opportunity to communicate not just what you do, but what you stand for. Beyond showcasing technical capability, they can reflect your values: your commitment to sustainability, your belief in public service, your preference for good collaboration partners, or your drive to deliver a high quality service or product.
Consider refreshing older case studies into or developing new ones that highlight your future direction. Then consider how to package them in different formats, proposals, web, or especially video, to reinforce the narrative you want to build, attracting clients who align with your ways of working, not just your capabilities.
Six months later, Josh returned asking for help to stand up his newly formed nonprofit organization and brand, Sallie Foundation. Thanks to the existing Furtado site infrastructure, we were able to clone the Furtado site to use for the Sallie Foundation in just two months. By utilizing the original codebase and site’s functionality, we turned our focus on creating a distinct design and visual brand identity. We also designed a beautiful and intuitive site all with a much faster turnaround and lower cost to the client, maximizing their original investment.
While this is one instance about cloning a site, there are other ways that you and your business could benefit from this method:
Other examples of video case studies
Here are a couple of other examples of video case studies developed in partnership with our clients:
As part of launching their affordable housing campaign and new service offering, Compass Construction partnered with us to create a video spotlighting their first affordable housing project, Bryant Manor. Through interviews with key stakeholders, we uncovered a story that not only highlighted their capabilities on this project but also positioned Compass as a strong partner for future work in the sector. The softer music and calm editing style reinforce the message that, while Compass is known for commercial construction, they’re equally, or even more uniquely, equipped to serve mission-driven organizations developing affordable housing in Seattle.
Robbins machines are built to stand up to the toughest conditions — and their teams are just as resilient in supporting clients to make them work. Highlighting this robustness and capability through video, especially with real project partners and complex projects, has been a valuable strategy. Our team is committed to achieving the best outcome for clients like Robbins, traveling around the world to capture their stories.
Strategic video case study considerations
When selected with intention and presented strategically, your case studies become a powerful tool. Here are three steps to move your case studies in whatever format from status updates to positioning tools:
1. Audit your existing case studies
+ What themes or types of projects are repeated across case studies? How do you want this to change?
+ Are you telling stories that position your firm for the future or just recapping the past?
+ What do your case studies say about your priorities as a firm in the next 5 years?
+ Do they reinforce the values and differentiators you want to be known for?
2. Create a list of aspirational or target project types
+ What kinds of work do you want to be doing more of?
+ What clients, sectors, or values align with your strategic direction and ideal ways of working?
+ Which stories would help attract those opportunities?
3. Repackage what you already have
+ Repackage what you already have. Take a strategic look at existing materials and highlight the aspects that align with your future direction. Refresh older case studies or develop new ones that highlight your future direction. Then consider how to package them in different formats, such as video, to reinforce the story you want to tell.
Whether you’re ready to create your first video case study or want help auditing and reframing what you already have, we’re here to help you tell the story that attracts the work you want to win.
Let’s start a conversation. Reach out to see how we can bring your firm’s next era into focus with a video case study.