The brief
To create a new brand identity for Hydratight, re-positioning them as an innovative, dynamic, company that delivers products AND services to ensure safety in the lucrative world of energy supply. As well as consolidating the brand across all marketing materials whilst integrating cultural and company differences.
Background
Outside the world of pipelines in the oil/gas and energy markets, Hydratight are little more than an engineering firm in the West Midlands of England. However they employ over 1,000 people, in 26 countries with a turnover in excess of $250m and without them our pipelines wouldn’t be as secure or as safe.
Our approach
Consistency is key and with this in mind our initial remit was to produce a comprehensive and structured set of brand guidelines, which were distributed far and wide, and as brand guardians, ensure they were adhered to!
Literature features highly in most of Hydratight’s plans, so we devised a simple, yet effective hierarchy to allow differentiation between literature types, which translated across other forms of communication, most notably to the website.
Results
Brand consistency has been achieved across many of Hydratight’s internal and external communications' activity including office design across the world, literature, corporate clothing, customer communications and their intranet. Access has worked with a client team spanning the UK, US and Europe to ensure uniform design across all materials.
And another thing…Working with different cultures makes it all the more interesting – as do the time zones!
Client testimonial
I think everyone within the organisation would agree that our marketing activity prior to Access was unfocused and inconsistent, but they’ve got involved strategically with the branding of products and future marketing plans for the business, and although there is still a way to go, Hydratight is now starting to act and present itself as a global player, which is already paying dividends.”
