Case Study: T. Baker Smith
Deliverables
Culture Book Project Management
Content Review and Copy Writing
Graphic Design + Print Production
Immersive Branding
The TBS Way Culture Book
30|90 Marketing partnered with T. Baker Smith, a regional engineering, environmental, and surveying firm, to create The TBS Way, a comprehensive culture book designed to translate leadership vision into daily practice.
Guided by CEO Kenny Smith and informed by the Entrepreneurial Operating System (EOS), the project captured how the firm operates functionally and culturally across a growing, multi-office organization. The book reflects T. Baker Smith’s core values—Heart. Knowledge. Grit.—and serves as both an onboarding resource and a practical reference for day-to-day work.
T. Baker Smith needed a cultural tool that could scale across offices, roles, and disciplines while remaining authentic to the firm’s identity. Rather than creating aspirational messaging, the focus was on documenting real behaviors, shared expectations, and operational values.
The work also informed immersive brand elements within the firm’s internal environments, reinforcing culture through everyday touchpoints beyond the book itself.
Context
Outcome
The TBS Way culture book provides a consistent, professional framework for onboarding, internal alignment, and cultural reinforcement. The finished piece reflects the firm’s technical expertise and grounded, “boots in the mud” approach—polished without losing authenticity.
Teams looking to strengthen culture, streamline onboarding, and define operational behavior benefit from tools that translate strategy into everyday use. The TBS Way demonstrates how thoughtful communications and immersive brand environments can support retention, consistency, and internal alignment, especially for firms navigating multi-location growth and complexity.
Immersive Branding - Culture Reinforcement
Immersive branding served as a way to reinforce culture at T. Baker Smith by translating its identity into the everyday workplace. With a few custom wall graphics strategically placed, the brand becomes a physical presence employees engage with throughout the day, not just something seen externally. These moments of visibility bring core values, history, and personality into the environment, strengthening connection and consistency across teams. The result is a workspace that reflects how the company thinks and operates, where branding supports culture by making it tangible, shared, and continuously reinforced.
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"Working with 30|90 Marketing on our recent culture book project was an outstanding experience. Their team brought professionalism, creativity, and true collaboration to every step of the process. From concept through final design, their attention to detail was unmatched. Working in the marshes and playing in the dirt for over 100 years to solve complex problems, we certainly don't lack culture at TBS... But 30|90 helped us bring the Heart, Knowledge, & Grit to life, and it now oozes from every page. Beyond the deliverable itself, we truly value the partnership and enjoyed the entire process of seamless collaboration with the 30|90 team."
Brian Moldaner, PE, Chief Growth Officer
T. Baker Smith