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Engineering consultancy SMEC has unveiled its new global brand strategy and brand identity through a collaboration between SMEC’s in-house art and design team and B2B marketing consultancy IMA.
IMA’s mandate covered strategy, research and insights, positioning, key messaging as well as brand launch materials including brand guidelines and launch video.
The strategy and knowledge were then used to create the new visual identity, including the logo, colour palette and associated materials and tools developed by SMEC’s internal team.
Jake Cush, Partner at IMA, said the challenge was to create a strategy from which an overarching brand promise could be created that aligned with SMEC’s strategic direction to simplify the complexity traditionally associated with the engineering category.
“The rebrand required multiple dimensions but a unique DNA. Our analysis showed that SMEC needed a brand positioning that strongly reflected how SMEC employees and customers feel and view the brand and that would stand out in a category that typically has a very generic look and sound,” he said.
“SMEC’s new brand strategy, look and feel reinforce its new brand promise – ‘Engineering Positive Change’ – which clearly differentiates SMEC from its competitors and focuses on the promise of providing practical solutions to customers that use technology to reduce costs, increase reliability and, most importantly, reduce environmental impact.”
SMEC’s new brand strategy and visual identity will be rolled out globally from mid-July.
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