Creating a market leading brand to support a turnover in excess of £120m
Motorhog and Car Transplants are two of the UK’s largest vehicle dismantlers. Both companies obtain their vehicles from various insurers (Direct Line, Aviva etc). When a car is accident damaged beyond repair it is procured by one of the above companies where the vehicle is dismantled and the individual parts are cleaned, wrapped and prepared for resale through Ebay, export or general public.
If an accident damaged vehicle is repairable or road worthy it will be sold via an online auction to end users, body repair shops and car dealers etc, the ERP software which is used to facilitate these auctions and manage stock is developed and supported by DH Systems.
Motorhog, Car Transplants, FAB Recycling and DH Systems began discussions to explore combining their strengths and resources within the salvage, parts, technology and recycling industries. Each of the four businesses share the same core values and commitment to clients, compliant processes, reputation, people and the environment.
The scope of works was to provide a completely new brand identity which would facilitate the merger of the 4 companies. The initial tender was distributed by an independent consultant to 39 agencies and we were all put through a vigorous pre-qualification process to ensure we had the experience, internal processes, understanding and were able to deliver the project seamlessly. We battled through to the final stages and were stoked to hear that we had been awarded the project.
How we developed a name to convey compliance, innovation and positive environmental impact
We worked closely with our new client to identify their brand values, define their brand proposition and understand their brand offering which would set them apart from their competitors. It was important for our team that the new brand evoked positive emotions and inspired and motivated employees but most importantly was able to communicate effectively and relevantly across all touch-points.
Our team worked tirelessly over the first few weeks by carrying out a name generation workshop exploring a multitude of brand names including alphanumeric, coined, compound, real and truncated (some 450 names to be precise). The next stage was to carry out legal checks, language barrier checks, limited company and domain name availability, we carefully created a shortlist of names that we felt were perfectly positioned for the merge of the three businesses.
To compliment and sit alongside the new brand name we also developed a range of straplines which clearly communicated ethos, USP’s and the power of combining all three companies and the benefits to their customers.
Synetiq - an intelligent name to support ambitions plans for growth
The feedback we received on the brand name shortlist was decisive, Synetiq was the overwhelming choice following a comprehensive points scoring system, the new name was born.
Our next task was to develop a range of brand identity concepts across multiple key touch-points using the chosen brand name. We explored a diverse range of colour palettes, font usage options and the use/placement of an icon to sit alongside the new brand name. With a range of concepts produced the brands identity was really starting to take shape.
Following stakeholder feedback the preferred concept was chosen and we now had the identify of Synetiq. The final part of the task with the approved brand logo in place was to create the master artworks and the brand guidelines and asset bank to ensure clarity and consistency of the brand usage on all future communications.
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Would 100% recommend, pragmatic and pacy
We are thrilled that SYNETIQ has been created, it was vital that the new branding clearly communicated that our businesses are well-placed to deliver a best in class service to an industry where compliance, reputation, the environment and safety is of paramount importance. The entire team at Bubble Design really understood the brief and understood the 4 companies from the outset and what we were trying to achieve, they were friendly, pragmatic, pacy and high quality. I would 100% recommend.
Executive Chairman, Synetiq
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