Create a simple, easy-to-understand Brand DNA and Brand Positioning for a 100+ year old engineering/environmental consulting firm.
The positioning needed to build on the company’s extensive heritage while reflecting its vision for the future. Furthermore, the positioning would need to enable strategically focused and relevant communications for each of the company’s varied customer types and touch points.
The company worked within a commodity business where it was very difficult to distinguish among the many different types of engineering firms, e.g. designers and builders of water treatment plants, air re-circulating systems, environmental disaster cleanup, inner city waste cleanup, unexploded ordinances, etc.
Created a differentiating new position that reflected the “heart and soul” of the company. The positioning was encapsulated in a new theme line: Malcolm Pirnie. Solutions for Life. Print advertising and online video was created to help the brand tells its story.
The new positioning, theme line and print work helped Malcolm Pirnie expand globally and the company was soon acquired by Arcadis.