The brand needed a complete new image and ways to communicate with their new audiences as well as strategies to grow the separate sub-brands that were being created.

With ScotEng we have taken a blend of hard data-based decisions and softer brand awareness approaches.

The more consistent, reliable brand image we have presented helped ensure the organisation has been trusted with national government funded projects. Projects that are supporting Scotland to a low-carbon future – a key reason for us supporting the organisation.

The pandemic and digital first

The Engineering sector in Scotland has remained old-school such as printing and posting communication materials to clients. Despite the costs and the effort, the flaws in this way of working were many more, such as the inability to track how members are using the documents. The pandemic presented an opportunity to trial a digital-first approach.

Based on the data we have collected, we have come up with a digital communication strategy pushing the right channels and ways of communicating for the brand. This has led to an increased traffic on their website as well as a record conversion rate. Our mission to grow the brand was successful!