Modernizing a brand to reflect a changing industry
Not your grandfather’s manufacturing
MassMEP (Manufacturing Extension Partnership) is a resource to the advanced manufacturing industry in Massachusetts. An outdated image, complex messaging, and dated communications materials didn’t reflect the next-generation manufacturers they were servicing. We brought them through our PURPLE process for brand development to uncover their true essence and position themselves for greater success.
Brand essence, brand appeal, brand architecture
We interviewed senior management to understand MassMEP at its core; we surveyed clients to uncover which services they valued most; and we helped the company restructure from five divisions acting as silos, to three consolidated divisions that neatly dovetailed together. Ensuring that management’s vision and the new positioning of their offerings aligned with the audiences’ needs was an important first step in reimagining their brand.
With a new logo that illustrates many pieces coming together into one solid shape, we put forth the idea that MassMEP helps bring everything together for its clients. This new icon was accompanied by the tagline we created: “Manufacturing Greatness.” To round out the brand architecture, we created a logo, tagline and messaging platform for each of the three divisions, which directed the creative development. We rolled out many communications pieces from a website, annual report, and sales collateral to an internal brand manifesto and corporate guidelines. All social media assets were also rebranded in the new look.
An elevated image
An early interview with President Jack Healy revealed that his dream was to position MassMEP as a resource and build a community of information sharing among Massachusetts manufacturers. “We all have something to learn from each other,” he said. The clarified brand, simplified messaging, and streamlined offerings deliver on that promise. MassMEP’s enhanced image keeps them at the forefront of an expanding industry as the voice and advocate for all Massachusetts Manufacturers.
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