1. Brand identity – communicating strategy
Does this situation look familiar?
The Umeco group set out to become a leading
international provider of value-added distribution
services to the aerospace and defence industries,
through acquisition and organic growth.
Winning prestigious contracts such as those with
BA and Rolls-Royce, expanding geographically,
and entering into the composites market, the
group grew from £16.5 million turnover in 1997
to over £292 million in 2006.
But this is how it looked - hardly the expression
of a dynamic, innovative group wishing to
demonstrate its strength and with ambitions
to be amongst the world’s top aerospace
companies.
Integral to developing it’s strategy for the future
was the distillation of the group’s values and the
creation of a brand identity which would convey
its strength, help win new customers, attract the
best talent and underpin investor confidence.
2. Brand identity – communicating strategy
In the words of the chief executive, the new brand
identity which we created “is a really finely judged
way of saying that what we do is about innovation
and stretching performance. But there’s a restraint
in it too – nothing flamboyant. I believe it is superb.
Unmistakable. World class”.
3. Brand identity – communicating strategy
There is now a unifying theme for the group
as a whole, focusing on Umeco and its three
divisions, but allowing the flexibility to retain
existing brand names as the group expands.
4. Brand identity – communicating strategy
The rollout of the identity was fast-track, for which
we designed an online guidelines manual, and a
download site for instant access to logotypes,
artwork and templates.
“These have proved to be enormously practical
tools that have helped the companies make the
transition with minimum pain”.
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5. Brand identity – communicating strategy
In addition to the guidelines and downloads,
we also provided support in the form of a hotline
for the initial implementation stage, as well as
designing brochures, advertisements, and website
for the launch.
Altura Communications Limited
117 Shaftesbury Avenue, London WC2H 8AD
+44 (0)20 7240 2794
www.alturacommunications.com
