How to establish a new brand within an existing portfolio?

Handling high-risk and high-maintenance equipment requires a great level of trust from your consumer. Being the 1st company in the region with no history or successful track record, it may be challenging to win the trust and penetrate the market, even when you are offering great savings on shipment costs. With more price-friendly suppliers in China, CES's focus had to be on the know-how of the team and the opportunity it was offering for market growth in the region.

Being wholly owned by the parent company, OSC, as well as belonging to the big family of MI Gulf services, CES had to develop an independent brand, to avoid any chances of brand cannibalism or face any potential competition and clash of interest from the parent company. With potential competition from upcoming new entries in the market, it was essential to establish a brand that would proudly carry the name of a pioneer in the industry. Expecting a brand to take time to roll out, the client was not planning any international expansion in the coming years and placed a high emphasis on the brand ensuring a strong connection with the local and regional market.

Jpd performed a peer review, analyzing the key trends in the industry, and demands of the target segment, along with management interviews too deep dive into the world of centrifuge servicing. The key concerns from the target market were highlighted as “high shipment and repair costs,“long repair and maintenance waiting period”, “fatal casualties due to centrifuge break-down (explosion)” and “fear of production decline due to equipment malfunction or unsuccessful servicing outcome”. Repair and maintenance of centrifuges meant much more than just an annual or emergency service: it directly affected the safety of the working environment and profitability of the company and the industry segment.  

That is where the Jpd strategy team developed a brand positioning that looked at the core of service offering, which meant much more than just expert advice, and high safety standards externally and internally, but the opportunity offered to the industries in the region to fast track their operation and eliminate unnecessary costs, increasing their ROI and unleashing the opportunity to grow.

The Jpd creative team hand-crafted a brandmark that has reflected the progressive growth of the industry and multi-sectored target market of CES services. The icon graphics alluded to the blades of a centrifuge turbine, turning in an upward positive direction, with the colours reflecting growth, trust and speed of service

The creative team has also proposed the bespoke supergraphic device, asa visual representation of movement, driving industries forward to ensure efficiency and lasting growth.

Equipped with the knowledge gathered from the research phase and created a brand universe, the Jpd team tailored a user-friendly site map for a smooth digital user experience, with timely delivery of web design and development for the brand.