Synetiq

Creating a market leading brand to support a turnover in excess of £120m

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.

Challenge

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.

The Solution

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.

The Process

How we developed a name to convey compliance, innovation and positive environmental impact

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.

Delivery

An intelligent name to support ambitions plans for growth

We developed 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.