Brand Strategy & progression - ILECS
ILECS is an independent consultancy involved in all aspects of the lift and escalator industry, from design and engineering, to administration support and lift management. ILECS recognised that to progress their brand, they needed the support of an agency who could understand their business and deliver a plan which met their new direction.
With a foundation of insight, we ensured the development of a new brand that was an evolution of its previous identity. It was informed by the customers, employees and the future vision for the company. Beyond the primary brand, we worked with ILECS to review its brand architecture and product brand development. Furthermore, we built a new website to communicate this brand evolution. Engagement levels among employees are significantly higher, positively impacting productivity at ILECS. The quality of leads and sales inquiries has significantly improved as a result of the step change in marketing activities.
Close collaboration to develop an innovative, pragmatic and insight-driven brand identity for a growing lift consultancy.
“From the moment we left our first meeting with Mackman, we knew straight away that we wanted them to be the brand agency to work with us on our project. We were given a real sense of confidence that Mackman would do a great job and we were not proved wrong. We look forward to ‘growing together’ over years to come.”
Jayne Cotton – Director & Company Secretary
Client Facts
- ILECS is an independent lift and escalator consultancy based in Mistley, Essex
- With over 25 years in business, ILECS provides expert advice and tailor made impartial solutions to its customers
- The brand launched OneVision, a bespoke management tool in November 2017 to revolutionise the management of lift and escalator portfolios
Brand facts
- Out-dated brand collateral and marketing tools meant that ILECS was not reflecting the true values and essence of the organisation as it had grown over 25 years
- We created a strong brand identity providing a toolkit of logo, strapline, colours, typography along with a clear tone of voice, company descriptions and guidance for ILECS on referring to its brand
- With a sympathetic evolution of their brand, ILECS now has a strong brand identity that will support the future growth of the business
The Client
ILECS is an independent consultancy involved in all aspects of the lift and escalator industry. From design and engineering, to administration support and lift management, the company provides its customers with independent advice. Resulting in helping their customers to understand and manage their lift and escalator portfolios.
As an established, successful organisation ILECS needed to refresh their visual identity. They recognised that to progress their brand, they needed the support of a full-service marketing agency that could understand their business and deliver a plan which met their new direction.
The Challenge
ILECS, as a business, takes a pro-active approach. They pride themselves on delivering an exceptionally high standard of work delivered.
With that in mind, they were aware that their brand collateral and marketing tools had become out-dated. And they were not reflecting the true values and essence of the organisation as it had grown.
For us to provide them with the right brand for their business, it was important to gain insight. This included understanding the business, its people, challenges and target audiences.
Additionally, through our discussions with ILECS, we identified three key business objectives that a rebrand would aid:
- Geographic growth of the business
- Attracting new customers
- Recognition as an industry authority
What we did
Through close collaboration, we developed an innovative, pragmatic and insight driven brand identity for ILECS. So that it could integrate seamlessly into their growth strategy. We made sure that the branding was informed by customer satisfaction, employee perception and the future vision for ILECS.
From a brand identity perspective, we identified three core pillars for ILECS:
- Work with clients to build long-term relationships and trust
- Provide independent, unbiased advice
- Help clients plan ahead
These pillars formed a clear brand message for ILECS that helped guide the evolution of the rebranding. Alongside the visual elements of the rebrand, we also created:
- a clear tone of voice;
- company descriptions; and
- guidance for ILECS on referring to its brand.
Visually, the branding was updated by creating a fresh, modern logo to sit alongside the consistent brand message. This involved creating a new logo, icon, straplines, and photography.
This led to the development of a new website and various promotional items: brochures, calendar, exhibition stand displays, pop-up banners etc, as well as ongoing full-service marketing support.
What we achieved
Sympathetic Evolution of Previous Identity
We redefined the brand identity of ILECS providing them with a clear definition of their brand offering. This was further supported with a strong visual identity and tone of voice.
Emotive Strapline
Creating a strong strapline that is at the heart of the ILECS brand:
Truly Independent Advice
This strapline is straight to the point, honest and transparent. This aligns with ILECS being known for its easily digestible reports and communications. It also fits with other attributes of the brand, including loyalty, expert knowledge and genuine trusted advice.
Supportive Strapline
The inclusion of the supportive strapline: International Lift & Escalator Consultants, makes it clear what ILECS does. Also, using 'International' helps support the brand to communicate its proven expertise and global offering.
