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Transform Awards 2011 - best corporate re-brand for a spinoff/new company |
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Friday, 08 April 2011 13:11 |
Best corporate re-brand for a spinoff/new company
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Silver
Exova |
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The acquisition of Bodycote Testing Group, a former arm of Bodycote plc., by private equity firm Clayton, Dubilier and Rice led to a full creative rebrand of the technical and engineering services provider. Appetite was engaged to lead the rebrand on a tight timescale that would get everything in place in under four months. The company’s new leadership meant that brand strategy was crucial, particularly the development of a sustainable brand proposition.
The new name came out of this desire for sustainable branding, as an identity was needed that would have traction in foreign markets. Exova was born out of rigorous research in combination with creative thinking. Appetite was also tasked with developing the new brand proposition – ‘Testing. Advising. Assuring’ – and communicating the links between this positioning and the company’s work through the brand architecture and visual identity development. Exova’s visual manifestations now reflect the sense of progression and trust that its new owners wanted to instil. The new brand has reinforced the commitment of existing customers as well as attracted new clients to the organisation. |
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