What do you do when your company is redefining infrastructure but no one understands how? That was the challenge facing Subterra, a startup stuck between hardware and software, between sensor data and city systems. Their breakthrough was real. Their impact? Huge. But without a clear story, it was getting lost in translation. BLDG helped sharpen the vision, define the offering, and build a brand that could scale alongside the tech.
Subterra’s core offering is high-fidelity digital imaging of underground infrastructure. Think Google Maps, but for sewers. But while the technology was advanced, the market wasn’t. Municipalities were still using tethered inspections and piecemeal reports. Subterra had the ability to map, analyze, and forecast entire networks. Subterra needed to make that benefit not just clear, but urgent.
Our first task was to simplify how Subterra described what they do. We translated their offer into a clear, three-part system: Map. Analyze. Forecast. This became more than messaging. It was a lens through which every product demo, sales conversation, and pitch presentation could be viewed. The complexity of their tech was still there, but now it had structure and flow.
The brand we developed echoed Subterra’s strengths: clean, confident, and quietly advanced. Design choices emphasized legibility and professionalism, while the visual system gave the company a recognizable presence across formats. Whether on a tradeshow floor or embedded in a municipal RFP, Subterra looked credible and forward-thinking.
Subterra needed practical tools to sell their vision to city governments, engineers, and potential partners. We delivered real-world assets, such as field-ready materials, branded documentation, and presentation frameworks that helped the internal team communicate clearly and persuasively. The result: recognition, alignment, and a much stronger platform for future innovation. They recently announced a strategic partnership with ADS, a leading multinational in environmental services.
