More Than Just Making It Pretty: The Value of Strong Brand Aesthetics

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In this episode of PGA's ‘Breaking the ICE’ video podcast, host Gordon Greene, PE is joined by Marketing Director Katie Batill-Bigler, CPSM and Graphics Manager Ryan Tyrrell. They discuss the journey and evolution of PGA's marketing and branding strategies. The conversation digs into the unique path that led both Katie and Ryan into marketing for an engineering firm, the importance of marketing in the AEC industry, and the value of high-quality branding materials. They also highlight the growth of their team, the internal and external communication strategies they use, and the way they have leveraged social media and an award-winning website to support recruiting and business development. The episode showcases how PGA integrates its core values into its marketing efforts and continues to innovate and expand its reach.

Tune in to hear from:
Gordon Greene, PE | Co-Founder & Executive Vice President (Host): He’s the embodiment of a competitive spirit, and that motivation has powered his drive as an engineer, business owner, and civic volunteer for the past 25 years. He also loves talking to people about how these interests converge! Come join the conversation!

Katie Batill-Bigler, CPSM | Marketing Director: As Marketing Director at PGA, Katie Batill-Bigler has spent the past seven years growing and leading a team that's become central to the firm's marketing, communications, and creative strategy. What began as a group of three has grown into a 10-person powerhouse, expanding capabilities and deepening impact across the firm and for its clients. With a background in journalism, public relations, and environmental communications, Katie brings a strategic lens to pursuit planning and brand development — all aligned with PGA’s long-term growth goals. She’s also an active voice in the AEC industry, serving on the boards of SMPS, Engineering Florida, and ACEC, where she champions marketing leadership and cross-disciplinary collaboration.

Ryan Tyrrell | Graphics Manager: Ryan joined PGA after making the jump from Upstate NY to Florida in 2020. With 15 years of creative experience under his belt, he kicked things off as PGA’s very first graphic designer and has been helping shape and grow the Creative Group ever since. Ryan's background spans from fast-paced advertising agency life to freelancing in the music industry, giving him a strong mix of versatility and creativity. He's passionate about delivering fresh, impactful design while maintaining a strong client-service mindset—whether it’s developing big-picture concepts or perfecting the finer details.

Check out behind the scenes footage and more moments at www.patelgreene.com/breaking-the-ice/

Welcome to Season 1 of PGA’s Breaking the ICE podcast! We're pulling the veil back on what drives the success of a thriving transportation firm, sharing the knowledge of leadership and subject matter experts for the benefit of clients, colleagues, and students. Hosted by PGA Co-Founder Gordon Greene, PE, the series taps firm leaders and PGA partners to explore strategic planning, culture and creativity, real-world business challenges, and the entrepreneurial spirit that powers innovative engineering solutions for our communities.

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