Evolutionary branding for a forward-focused, multi-national signage enterprise

In both business and biological worlds, “survival of the fittest” is all about adaptation, about changing to suit the special demands of your environment. Charles Darwin called it “natural selection”. For business, it’s a little more contrived, but the principles are basically the same. You have to modify your brand to fit the “habitat” you want to thrive in.

As a multinational enterprise delivering cost-effective signage solutions, Evocom is responsible for the “visibility” of some of our biggest brands. Yet, their own brand (which had emerged from a melded international corporate arrangement) lacked clarity and stand-out.

Evocom’s directors sought a fresh brand with the vigour to leverage improved market share and the impact to drive business into new territory.

DDG’s Creative Director, Fred Thompson explains. “Here is a business that’s been ticking along quite well for 10 years, securing top-scale work with multinational brands like Shell and Mobil. Yet, their own brand image was confusing – many clients knew them as Hexagon, their service proposition and differentiators weren’t clear and there was no distinctive brand. Basically, they had relied on word-of-mouth. With 90% of their revenue base in one industry (petroleum) they were very keen to take their expertise into other sectors, but knew they’d need more than word-of-mouth to get them there. They’d need a powerful, corporate-strength brand.”

The directors had already identified Evocom as the principal trading brand moving forward, so the challenge for the DDG design team was to develop a visually exciting brand that would talk to the top-end of town where Evocom’s potential clients and target segments operate.

“A workshop with Evocom’s Directors helped pinpoint who the brand collateral was talking to and what it needed to say,” says Fred. “We translated the requirements into a sleek, contemporary brand. The logo is bold and dynamic – very forward-focused to reflect the ‘big picture’ thinking of the business.”

A stylised, ultra-modern font and a simple tri-colour palette convey certainty and purpose. There’s no clutter, no confusion, no doubt.

To capture the essence of the brand textually, DDG developed a positioning statement “the next evolution” which makes a strong connection to the business name while speaking to an innovative, new-generation approach … reinforcing a thought-leading position.

Part of the brief is to translate the visual brand into the “tools” that Evocom will use to attract, engage and retain its clients into the future – business stationery, corporate profile brochure, proposal templates, website and more. All will share in the DNA of the newly-developed brand so that a consistent, market-focused image is always on show.

It’s part of the evolution that’s set to take Evocom into an exciting and prosperous future – the next evolution.

To contact Evocom, visit their website www.evocom.com.au