HOW TO MATTER MORE
Re-Positioning And Rebrand Of The UK’s Largest Sectoral Employer Organisation
Brand positioning, architecture and identity; naming; strapline and messaging proposition; membership and youth engagement; look and feel; brand guidelines; template, collateral + campaign roll out (film, photography, print, digital, social); employee engagement
EEF, The Manufacturers’ Organisation, (a 120 year old institution) had struggled to attract new members, engage with the manufacturing industry or increase revenue. The organisation’s proposition was dated and the brand architecture was confusing.
Britain is one of the world’s biggest manufacturing nations. Almost 3 million people work in the sector and deliver almost half of all UK exports. Manufacturing companies drive over 60% of UK R&D. The sector is adapting and transforming every day, but EEF was not relevant to the audience they served, and were becoming less and less significant. It was time for drastic change.