Brand building for Employee owned Businesses

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Enginuity
Re-engineering & rebranding a skills organisation from the ground up

Enginuity Re-engineering & rebranding a skills organisation from the ground up

Helping others adapt and grow

Enginuity is a data-driven skills organisation, helping employers, educators and individuals recognise the skills they need to succeed in a fast-evolving world.

Project scope

Animation
Branding
Brand strategy
Campaign strategy
Photography
Website design
Website development

Overview

A full-scale branding project and launch campaign

We delivered a complete end-to-end brand development project that encompassed; brand positioning, naming, visual identity, website, video and a full suite of supporting collateral. This was concluded with internal and external launch campaigns.

The Solution

A new brand positioning

Functioning as a single point of contact within the Advanced Manufacturing and Engineering sector, Enginuity is positioned as a data-driven skills organisation, helping employers, educators and individuals recognise the skills they need to succeed in a fast-evolving world.

Not just a name, Enginuity is a methodology, which applies decades of experience solving engineering skills challenges and an analytical, ingenious approach to using data. This Enginuity enables the organisation to design practical solutions that support engineers and employers. And it’s also exhibited by engineers at the forefront of tackling many of the biggest societal issues we face today.

A Beautifully Effective® visual identity

A bold visual identity to support a purposeful positioning. We combined a custom, ownable and ‘engineered’ typeface full of individual accents with a dynamic data pattern, bringing together the core elements of engineering and data.

Supported by the Enginuity brand book, a comprehensive identity usage manual, the visual identity offers flexibility and consistency and works across myriad platforms, both print and digital.

A completely overhauled website

Enginuity’s website has been revolutionised. To create homepage impact, we crafted an engaging animation – Enginuity in 100 seconds – to instantly inform and educate Enginuity’s users. Navigation for the new site has been built around four distinct audience groups: employers, educators, professionals and career-seekers, to help users quickly locate the information they need.

Launch campaign

A two-phase launch campaign across industry press set the ball rolling, to build anticipation for Enginuity’s big reveal. To showcase the organisation’s purpose, ‘One engineer can change their world and ours, given the opportunity,’ and strapline, ‘Engineering Skills for a Smarter World’, selected engineers were photographed and interviewed for the press ads to illustrate the Enginuity methodology.

The first, a teaser phase, showcased the bold visual style of the brand identity without actually revealing the organisation’s new name. The second phase, which included significant press coverage, confidently launched the new brand and unveiled the organisation’s new name and brand identity in full.

Strategic internal launch

To maximise internal engagement, Salad collaborated with Enginuity to design an internal launch for the new brand. Held at the Magna Science Adventure Centre in Rotherham, the celebratory event brought together the entire workforce.

Alongside Enginuity CEO, Ann Watson, CTO, David Ivell and the newly created Innovation team, we presented the new brand’s strategy and visual identity and revealed what the changes meant for the organisation as a whole.

The reaction

“Working in close collaboration with Stronger Stories on brand story and strategy, Salad helped to define our new purpose and positioning as an organisation innovating to develop the skills the AME sector needs to succeed, today and tomorrow. Our purpose, ‘given the opportunity, one engineer can change their world and ours’, encapsulates our ability to speak on equal terms to employers, educators, policy makers and individuals.

The team at Salad then went on to craft a bold and ambitious brand identity that encapsulates both our engineering roots and experience and our new data-led positioning, as well delivering brand assets and a completely new website.

It has been a pleasure partnering with Salad on this rebranding journey and we’re thrilled with the results. They have supported us throughout the brand launch and we now have a suite of materials which will allow us to effectively use the identity moving forward.”

-Ann Watson, Chief Executive