ACONCO Engineering
Service
Branding, Brand Strategy & Web
Location
London, UK
The Brand
ACONCO Engineering is a startup firm focused on building trustworthy relationships via their holistic project outlook. Chetan, the founder made it very clear that he wanted the branding to reflect his vision to champion compliance and innovation in the industry.
Definitely one of our favourite branding projects with every element aligned to the founder’s vision.
The Challenges
Brand POD, Brand Recognition & brand Credibility
We learned that in the engineering industry major contracts are won based on who you know and the reputation of your firm. Of course, competitive tenders are key but trust and reliability are more so. People tend to stick to the contractors they have used in the past, especially if they have done great work and as a result developed a strong relationship together.
In this kind of industry being taken seriously and winning trust, credibility and tenders all come down how people perceive you as professionals. This is where branding plays a paramount role.
Our Solution
The XX Brand Foundation Build; Edgy Brand Personality, Logo Design, Website Build, Big Focus on Brand Vision, Mission, Values & UVP
Communicating pedigree, professionalism, trust and credibility when the brand team isn’t present to do so, plays a major role in building relationships from an early stage.
Our Brand Foundation Build achieves just that; combined with strategy and talent, branding communicates the essence and persona of the brand team and the exceptional customer experience they provide. Through our Brand Foundation Build, we helped the ACONCO team develop their brand vision, mission, values, customer segmentation and Unique Value Proposition (UVP). The visuals for the brand are a great example of our simple yet effective belief in everything we do here at XX.
XX Caution; simple & effective at work.
Simplicity is key! It makes room for visual flexibility and innovation. It allows your brand personality to take shape and emphasise the brand content. The ACONCO branding has built-in supportive brand elements to achieve balance in design.
Chetan was very adamant on having an element of flair and playfulness in the brand visuals. This is only achieved by considering the brand’s long-term multi-media applications. The most common misconception we come across is when the logo gets seen as the sole meaning of branding. In fact, the brand logo is just one of several elements that makes a great, memorable brand.
Shameless plug; our Marketing Is Life series shares a window into the several elements of branding.
Simplicity in branding caters for long-term brand pivots, brand partnerships, brand mergers, co-marketing campaigns and the specific requirements posed by the plethora of digital outlets and social platforms.
Amit Anil
Versatility In Branding
A sign of a hallmark brand identity is the ability to adapt to every environment. Communicating the brand essence effortlessly regardless of the limitations posed by the application and/or environment facilitates long-term brand evolution.
As you can see, simplicity in branding allows ACONCO to communicate in several different styles while maintaining the overall brand essence. Isn’t this ability just simple, effective and awesome?!
The Conversation Piece
ACONCO’s key growth strategy is all about establishing strong human connections in person in effort to boost word-of-mouth (WOM) and referrals. This meant that the brand needed to spark conversation in effort tp help the ACONCO team narrate its direction. A rare occasion like this provides the opportunity for the art of the business card to shine through.
Team ACONCO picked this design for business cards to be printed on a thick recycled paper to give it an organic and durable feel. The final result was very unique and one that resonates with ACONCO’s customers even to this day.
Brand Guidelines
The best advantage that our simple yet effective approach provides is the ease of recreation. We put a Brand Guideline document together that acts as a brand bible, a go-to for everything about your brand. Here’s a showcase of the first two pages of ACONCO’s brand guideline. This document can do wonders by saving your team a ton of time explaining what the brand is about and how best to display it to all stakeholders.
Onboarding new employees, printers, graphic designers, web designers, interior designers, brand champions, brand ambassadors and brand influencers become a breeze! The Brand Guideline ensures brand consistency across the board which builds brand recognition and brand credibility.
We continued the flexible theme and made most of the opportunity to make most of the variety of visual brand elements we can achieve with this overall brand design.
The Result
We built a brand that not only inspires the ACONCO team on a daily basis but also stands tall among the industry giants.
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