Together, never more determined
We were appointed to review its purpose, vision, values, brand identity, and brand architecture. This work was to support a significant growth trajectory – we needed to help the group of businesses function like a group, aligning 1,600 colleagues worldwide behind the British Engines brand.
We needed to capture the true ambition and spirit of British Engines, define its purpose and direction, and give its people a story they could be proud of and rally behind.
Following are the key emerging themes that were the springboard for our direction and focus:
Employee pride
Factory environment
Storytelling
Global expansion and local roots
Investment and innovation
Talent development
Agility and decision making
Culture and legacy
Strategic focus
Customer experience
More than a job
By involving all colleagues, we landed on something that feels both authentic and ambitious. It gave the brand and business clarity, confidence and a unifying purpose, underpinned by a set of values their people could connect with and live by every day. Together, never more determined.
Launch video
We created a launch video to introduce the strategic work we’d carried out to colleagues. It covered the new identity, brand structure, group purpose, vision and values, as well as highlighting British Engines’ rich history and what the future holds for the company.
A refreshed identity and group purpose
Following workshop sessions with colleagues, we developed a group elevator pitch and purpose, alongside a refreshed brand identity.
Capturing the essence of British Engines
We created a distinctive photography style, centered on scale, collaboration and engineering, highlighting the facilities, people and technology.
A shared purpose and values
We also developed a set of core values for British Engines that came out of the key stakeholder discussions we had. They represent the business and capture employees’ views, summarised by the line ‘Together, never more determined.’
Two new divisions and ambitions for each
We also carried out a restructure of the company’s architecture, introducing two divisions; EPP and CPP. Each are endorsed by the parent brand, but have their own ambition and colourways. The core businesses were then organised and aligned underneath these new divisions.
Brand guidelines
We created a set of brand guidelines to help establish consistency and provide advice on how to use the new brand.
Working with WPA Pinfold gave us an external view that was hugely valuable. They are highly creative and strategic, and their positive challenge gave the project lots of energy that pushed us to achieve an excellent result together.
British Engines
