Brand Refresh and Marketing

Brief

CHH started as a cable manufacturer and grew into a leading electronics organisation. They asked MCS to help them tell the world what they’d become and what they can do. First, the visual identity. We felt strongly that the logo should be refreshed rather than changed dramatically.

Our approach

Through consultation, we established a visual brand identity that fitted their personality but also had enough scope to encompass their sub brands. We spent some time making sense of the myriad of sub brands (products and services) and industry sectors. We then wrote the copy and took the photography to be used for wide internal and external use.

A large slice of the workforce didn’t know the full extent of CHH’s capabilities, so we developed an internal brand – This is what we do – and a programme of activity to educate and ensure ongoing involvement in the promotion of CHH to its customers.

Results

We made online activity the focal point for communicating with customers – rather than print. So the website became the next best thing to meeting them; on one level, visitors could gain an impression through video trips round the warehouse and briefings from key employees. Or they could delve deeper into product and service detail. We produced regular email alerts updating the database on product and service changes. The overwhelming reaction was “Can we talk; I hadn’t realised you could do this kind of work.”