Engineering a precision rebrand
Centek Group is a leading engineering firm specialising in the design and manufacture of casing Centralisers, a crucial component in the oil and gas industry.
Over the past 14 years, the industry-beating design, durability and flexibility of Centek’s S2 casing Centraliser, often imitated, has made it one of the industry’s leading suppliers. Recent growth has been rapid; in 2013 the firm expanded into the US, and in 2014 it was 7th in the Sunday Times BDO Profit Track league table.
to the core
Given this growth, Centek Group needed a B2B Marketing Agency to deliver a new corporate identity that would reflect and reinforce their increasingly prominent standing in the market and their growing reputation for engineering excellence, effectiveness and reliability.
We realised that to the key audience of oil drilling professionals, nothing is more attractive than those qualities, so the rebrand would do whatever it took to convey innovation, confidence and success. Our B2B specialists held workshops with businesses leaders to understand how they defined their product’s ability to embody these values.
Working with teams on both sides of the Atlantic we identified the desirable values and qualities already in evidence and used the insight to manifest them explicitly.
Using this insight, we applied our specialised brand definition and identity tools to create a compelling brand essence with strong connotations of reliability and engineering excellence, ‘Perfectly Balanced’.
We also devised an engaging brand proposition, ‘Excellence to the Core’, capturing authority and delivering clear relevance to the drilling industry, designed not only to resonate with potential customers and partners globally, but to also inspire current and potential employees in the UK and US.
We launched Centek’s new brand and corporate identity, logo, website, and all associated collateral on both sides of the Atlantic at the end of 2014.
“Bray Leino was an obvious choice for us to work with because of their experience in the oil and gas sector and their expertise in managing successful B2B brands. We’ve been delighted with the quality of creativity and how they reached across the businesses in the UK and USA to ensure the senior leadership team felt part of a collaborative process to create a new fresh confident identity.”
Centek CEO Tony Cutmore