Element Materials Technology: From Corporate Carve-Out To New Global Brand
Stork Materials Technology was a single division of a large multi-national organization when a private equity organization saw the opportunity to create a global network of testing labs. When private equity firm 3i carved the materials testing division out of Dutch multi-national Stork, it needed to immediately create a new-to-the-world brand that could lead the way on its plan for aggressive growth.
Cue was engaged to establish the defining proposition, create a new company name, and express the new brand across a broad range of channels and mediums.
Revealing The Brand Idea
Research and expert interviews helped us discover that the brand idea was unique in its ability to both understand the underlying science of testing, and at the same time, make its experts readily available to customers.
Making The Engaged Expert Readily Available To Customers
This unique combination inspired the idea of the “Engaged Expert.” While not originally intended to be consumer language, it has become a mantra across the organization.
Name Development And Recommendations
Core Identity System
Extended System With Division Branding
Company Brand Book
A company brand book was used to both train employees and educate customers regarding the new brand as it was being implemented.
The assignment included a redesign of an extensive website, involving collaboration with an outside development partner.
The system extended to a broad range of applications, including product and material test certifications, trade show applications, and advertising.
A brand video was developed to reveal the new propostion, and was featured on the website and at labs across the network.
The Largest Network Of Product And Materials Testing Labs In The World
The brand look and feel was applied across what is today the largest network of product and materials testing labs in the world.
Media And Industry Recognition
The chairman of Element reported that after the brand launched, labs he hoped to hire began contacting Element spontaneously, interested in becoming part of the organization.