This project was about capturing the true ambition and spirit of British Engines, defining our purpose and direction, and giving our people a story they could be proud of and rally behind.

By co creating our mission, vision and values with colleagues across the business, we landed on something that feels both authentic yet ambitious. The work didn’t just refresh our identity – it gave our brand clarity, confidence and a unifying purpose, underpinned by a set of values our people connect with and can live every day.

We made a conscious decision that we wanted one core set of values that everyone could align to globally. Values that reinforced to colleagues in each of our companies that they are part of something bigger and that we share the same foundations wherever we operate.

Co-creation was critical because we were starting from different places. Some of our companies already had defined values while others were at the start of the journey. So involving each of our companies was really important - it meant we could respect the good work that had already been done, while also taking everyone forward together.

That shared involvement created real ownership. People felt listened to, and the authenticity captured through their input blended really well with the ambition coming from the leadership team.

You can’t hold people to account for living values day to day if they don’t genuinely buy into them. Our colleagues helped us build organisational values that everyone could truly connect with, and that’s what makes them meaningful.

There were real benefits to working with WPA Pinfold. I wanted this project to stretch our thinking and help people see what ‘good’ could really look like, and they helped us achieve that through their insight and positive challenge.

They brought the ‘outside in’ perspective, sharing their experience and perspectives from working with other organisations, but they also took the time to understand us deeply enough to draw the ‘inside out’ story from us and really amplify our identity. That combination was really powerful.

WPA Pinfold helped us articulate a clear purpose and strategic narrative, elevating what was already strong within the business as well as highlighting opportunities we weren’t fully exploiting. That stretched our sense of what was possible through the project, and we undoubtedly achieved a better outcome that if we had run the project in-house.

This wasn’t actually the main focus of the original project, but it became one of the most interesting and impactful outcomes. WPA Pinfold encouraged us to step back and consider a fundamental question on the role and relationship between British Engines Group and its nine operating companies.

As we worked through the values, it became clear that if we wanted to create alignment, foster collaboration and help people feel part of something bigger, the British Engines brand needed to evolve too. The refreshed brand we created now provides a strong platform for everything else to sit underneath.

We’re massively proud of the outcome. Visually, it’s given us confidence in how we present our capabilities to customers globally, and strategically it creates ambition and alignment for our people. It positions British Engines clearly as being at the forefront of engineering excellence which is hugely important for our future, supporting growth, investment and continued innovation across the group.

Creative, challenging (in a good way!) thoughtful, collaborative, and energising