Brand positioning, rebrand and new website for engingeering company
Narro Associates is one of Scotland’s largest employee-owned engineering consultancies.
Known for 36 years as David Narro Associates (DNA), after the founder, the business is expanding across Scotland and the UK. With growth in mind, the time was right to rebrand in order to better reflect the team, services and vision of the business as it is now.
Through our process, we unearthed it was important to preserve the legacy of the founder, David Narro. The simplified ‘Narro’ name does just that, while signalling a new era yet providing consistency for the business’ clients and partners.
So, the challenge…
‘How to move on to reflect the size we are now, attract new clients and talent, yet not scare off our existing ones?’
Well. That’s where we came in, to engineer (geddit?) a new brand position born in truth, with a shiny new website and brand toolkit that the team could proudly use.
Plus: workshops, copywriting, photography and videography
Brand identity
The new identity conveys strength, and confidence with finesse – attributes the team were keen to suggest.
Did you know, the humble triangle is THE strongest shape – think Pyramids, anyone? It features alot in structural design and engineering, and is an effective brand asset to pull out to use across collateral.
The Narro team realised they were attached to the existing teal shade and it is different from the competition. In a nod to legacy, we kept the teal and added a supporting palette with tints and greys.
The toolkit
Tone of Voice
Narro has a target audience that requires information in a specific way. We addressed this by drafting a useful Tone of Voice guide that helps the in-house team to write copy in a way their audience will engage with. And, doesn’t sound like every other engineering practice out there…
Toolkit
We’ve empowered the team to be able to create their own, on-brand, great-looking bid and tender docs – confidently and consistently. There’s a robust set of brand guidelines to take the guess work out of creating documents and there’s a template suite too for a variety of uses.
So, whether it’s for marketing, winning new business or ongoing project reporting, creating on-brand, consistent material is a doddle.
The website
Narro needed a new site to better showcase the variety of work, services offered and the Narro team.
In order to be an employer of choice, it’s important to show potential new team members what Narro stands for. There’s a whole new section dedicated to just that, with friendly and approachable team photos to show the people behind the projects.
In addition to quality photography, copy was key here. Our well-worded text helps prospects to get a good sense of who Narro and how they can help them specifically.
We commissioned drone footage of places Narro has worked on. This helps to give a sense of scale of projects the team are capable of working on. Plus, it looks great, whether viewed on a small or large screen.
Bit envious? Wondering what we could do for you?
Let’s find out. One quick call could be the start of something brilliant.