Electrical Oil Services (EOS) refreshed its branding which helped secure its acquisition by global company, HCS Group. As a leading supplier of unused and reclaimed electrical insulating oils and on-site transformer treatment services, the EOS brand successfully branched out into Europe after joining HCS group.

EOS decided to re-evaluate its branding and website, because their market was becoming increasingly price sensitive. It was important to EOS that it maintained its position as number one supplier of electrical oil and services in the UK whilst developing and implementing its European strategy.

Sudbury-based marketing agency, Mackman, oversaw and developed EOS’s new look. Mackman won the project based on the quality of their previous work, and their approach to solving problems. Bruce Burgoyne, Creative Director at Mackman, explains, “Usually clients will have a clear idea of what their needs are when they come to us. Although this may be true at times, it’s only when we start digging into those needs that we identify what their true requirement is.”

In EOS’s case, Mackman encouraged the company to step right back to look at its brand position and how customers perceived the company. The extensive workshops EOS undertook with Mackman, helped define the company’s strapline: ‘Trusted Purity – it’s how we do it that makes us different.’

Andy Bartram, Sales Manager at EOS, said: “Mackman demonstrated an ability to understand our business, needs and aspirations. They gave us a strong brand that not only made us attractive to our customers, but helped us secure a deal with HCS Group too.”

EOS has always had a strong ethos and ecological conscience. And now, following its acquisition, their goal of expanding their environmentally-friendly approach in Europe has been realised.

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