Following a series of corporate restructures, Mabey Group asked us to refresh its corporate positioning and brand design and to define an internal and external communications strategy.
Our initial audience analysis encompassed interviews and research amongst employees, customers, industry influencers and media. We visited several Mabey sites, interviewed staff and audited existing marketing programmes and materials. Based on this study, we formulated fresh brand positioning outlining the Mabey purpose, mission and vision, a comprehensive Brand Blueprint, a modern design style and tone of voice, as well as a global employee engagement and communications campaign.
We planned and coordinated internal launch activity at 48 Mabey offices and depots over the course of one week to share the new brand positioning. For launch, we produced all the materials from CEO presentations, to an animated video and graphic explaining the company strategy, to launch guidelines for teams around the world. Our work is enabling Mabey to articulate its strategy and create more engaging communications for clients, prospects, employees and the wider industry.