A brand strategy consulting firm, that helps changemakers and responsible corporates achieve recognition through social good.
A brand strategy consulting firm, that helps changemakers and responsible corporates achieve recognition through social good.
Our mission, is to create an equitable world, where policymakers, impact enablers and businesses work together as drivers of change.
Our mission, is to create an equitable world, where policymakers, impact enablers and businesses work together as drivers of change.
The Client
Consistent Engineering Consultants (CEC) is a Dubai-based MEP consulting firm specializing in high-quality Building Services Engineering and Sustainable Design solutions.
Since last 13 years, CEC’s aim has been to reduce the energy consumption of any built environment using their MEP solutions, but they had never positioned themselves that way. Their current Brand image did not exude this environmentally sensitive side of CEC. It required a fundamental shift in their brand persona and a rebuilding of their thought leadership.
The new positioning of Brand Consistent was centered around the UN Sustainable Development Goals wherein we aligned their brand goals with those of the Global SDGs of Energy and Smart Cities.
Target Customers
Well known Architects and Architecture firms, Healthcare operators, Senior Officials of DEWA (Dubai Municipality), C-level decision makers of large construction groups like Arup, EMAAR, WASL and owners of large commercial, residential and healthcare properties.
Solutions Offered
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Brand Realignment
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Integrated Marketing and Brand Promotion
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Website Development
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Organic content development (text and video based)
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Brand relaunch - Concept, planning and implementation
Consistent Engineering
Consultants
Client: Consistent Engineering Consultants
Service: Brand Design and Digital Marketing
Sector: Infrastructure
'We wanted to do something, that could get ingrained in the very ethos of Consistent.’
The Brand Realignment Approach
CEC essentially needed to be repositioned and that’s what we helped them achieve. We opted for a more organic process, by helping the management and the team itself to internalise this transformation at the deepest levels in the organisation. Parallely, we rolled out micro-campaigns, that put the MD to the fore as the Brand Ambassador of Sustainable MEP as a concept, rather than just of the Brand CEC.
Brand Audit and Identity Creation
We spent a year helping them build their value system and get all their employees and clients on board. A detailed Brand Audit was conducted wherein, we helped the management make fundamental changes in their team, their processes and their business conduct. The results of the Brand audit were then manifested into designing their new brand identity, building their thought leadership leading up to their Brand Launch, one year later.
Based on the outcome of the Brand Audit, the Brand values were defined and the core statements of the company were scripted. Brand Consistent was conceptualized as a digital media-savvy Sustainable MEP design consultancy. A detailed Brand guideline was crafted as an identity book for the new Brand Consistent.
A launch video was conceptualised and created to unveil the new look and their new Brand persona to their industry stakeholders
The New Logo
The new Logo element is a modified version of the original symbol of ‘infinity’. Known to be originated in the ancient greek writings, the ‘infinity’ is essentially an endless curve. It symbolises limitless opportunities and continuous growth. Infinity has been used as a symbol of identity to represent Consistent Engineering Consultants. The logo element represents its constant efforts towards achieving sustainability.
Consistent Engineering carries an aura around its Brand, that is strong, inspiring, forward-looking and humble. It is a brand that grows with its people and focuses highly on delivering a positive experience.
A primary colour palette with red-orange and shades of green has been chosen as the colour theme for Consistent Engineering Consultants. Red-orange colours depict the brightness, focus and the aura of the sun and the shades of green represent Consistent’s focus towards achieving sustainability.
The Brand Launch
An extensive Brand Launch of the company was conceptualised to create maximum impact and awareness. Influencers in the sustainable energy and green building space from around the world were roped in to discuss sustainable MEP and construction practices in the Middle East and Asia region.
The concept of the overarching online conference ‘Securing Sustainable Futures- Adopting the SDGs in Construction, Business and Beyond’, was to discuss and bring to the forefront the hurdles in achieving the sustainable development goals.
Notable speakers from the UNIDO, TERI, Ras-Al-Khaimah Municipality, EGBC and Building Environment India came together and shared insights on why sustainable construction practices should be made mainstream. They also spoke about the role of authorities and the right policies in getting this off the ground.
Solutions Offered for the Event
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Event conceptualisation
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Client subject matter cognisance to derive the core perspective of the webinars
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Influencer scouting, outreach and management connecting them to the client, to boost business possibilities
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Pre and post promotion through Digital marketing and PR
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Brand launch video
Marketing and Web
A three-pronged approach was put in place to spur conversations about Sustainable MEP practices, Green Building, Renewable Energy, Sustainable Buildings and overall, Consistent’s renewed vision to its stakeholders.
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Establishing thought leadership
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Digital marketing
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New Website Design and Development
The average engagement achieved on Consistent’s LinkedIn page was 6.5% as against the industry average of 2% for any B2B Construction sector company.
Dedicated campaigns for CEC along with developing the MD’s personal presence as a thought leader contributed greatly towards repositioning Consistent as a Sustainable MEP Brand.
