The McLaughlin Whitewater Design Group
Engineers and partners with specialty expertise were confident in and proud of their accomplishments having designed and overseen construction of restored riverbeds and features that improved recreational quality and reduced the likelihood of injury by paddlers, swimmers, and surfers. However, they worked under the umbrella of a firm known for traditional civil engineering works, such as infrastructure support for wastewater treatment and water supply. They did not seek to start another company, but needed to establish an independently relevant specialty amidst the ubiquitous context of water engineering.
Sub-Branding – Working with The Shimoda Group, the internal subgroup created a brand, the McLaughlin Whitewater Design Group, to differentiate its focus, expertise, and appeal to river communities and economic development organizations. Projects completed by the team include the longest river segment improved specifically for recreation in the world in Columbus, Georgia, and the precedent-setting whitewater park in Boise, Idaho, where kayakers and surfers share the river and entertain visitors to an ambitious river-focused city park complex.