Mabey Group: Repositioning Mabey
Following a series of corporate restructures, Mabey, a leading international bridge and engineering services specialist, asked us to review and refresh its corporate positioning and to define an internal and external communications strategy.
We undertook a communications audit comprising interviews and research amongst employees, customers, industry influencers and media, as well as a review of all existing marketing programmes and materials. From our research, we formulated fresh brand positioning outlining the Mabey purpose, mission and vision, a comprehensive Brand Blueprint and a modern design style and tone of voice.
We created a global employee engagement campaign to introduce the new corporate strategy and brand positioning to 800 employees around the world. Our work involved developing creative assets to tell the Mabey story in a simple, compelling way including an animated video and graphic, CEO presentations and launch guidelines. We co-ordinated international launch activity at 48 Mabey offices and depots over the course of one week.
We also continue to run thought leadership communications that tell the Mabey story to external audiences, bringing to life the ways in which Mabey helps customers deliver construction and infrastructure projects around the world more safely, quickly and efficiently.