Leveraging color as a business development tool

Stand out, be seen, and get remembered

In a field where tradition reigns and sameness is often mistaken for safety, many AEC firms default to the familiar: navy, gray, and maybe a muted red for flair. But in a market full of lookalikes, your brand's visual identity—especially color—can be one of the sharpest competitive tools at your disposal.

Is it time to refresh your brand palette? Conduct a color audit to identify the particular sea of sameness in your competitive set. Then lean into the gaps in a way that's right for your brand and market position.

Color isn’t cosmetic. It’s strategic.

Color isn’t just about aesthetics—it’s about positioning. It can:

• Capture attention in crowded proposal decks and conference halls

• Evoke emotion and set the tone before a single word is spoken

• Signal boldness, personality, and clarity of purpose

When used with intention, color doesn’t detract from professionalism—it deepens it.

At Dragonfly, we think of color as energy. And energy, when channeled well, becomes presence.

In a market full of navy and gray, dare to be coral.

AEC brands tend to play it safe, visually speaking. But safety rarely sparks recall. In fact, sameness is the enemy of memorability.

When your brand pairs strategic messaging with an intentional, differentiated color palette, it:

• Amplifies your voice in the market

• Helps your firm be remembered by the right people

• Instantly communicates confidence and direction

Even subtle uses of bold color (a call-to-action button, a strategic pull quote, a sub-brand for hiring or sustainability efforts) can build brand distinction without overwhelming your identity.

Make it meaningful, not messy

This isn’t a call for chaos. Bold color doesn't mean bright noise...it means clarity. Our color palette is built on a signature Dragonfly blue and a bold plum. The majority of our materials—including this website—use this pairing to project the energy that's core to our brand. Our expanded palette includes colors like coral and carnation that are used more sparingly to differentiate posts on our social feed and draw attention to the right things:

• Key messages in proposals and presentations

• Calls to action in recruitment campaigns

• Differentiated collateral for specific service lines or audiences

Used with discipline, color becomes a storytelling asset—not a distraction.

A Final Word to Bold Leaders

Your brand is a reflection of your leadership. Playing it safe with your visual identity sends a message that's just as loud as choosing to stand out.

So here’s the question: Are you here to blen in or to be remembered?

Color is one of your clearest tools. Don’t waste it.