In a significant move to redefine its market presence, Global Engineering Consultancy, SMEC, has launched a comprehensive global brand strategy and identity. This ambitious initiative, unveiled on July 10, 2024, in Sydney, reflects SMEC’s commitment to “Engineering Positive Change” and sets a new standard in the engineering sector.
SMEC’s rebranding effort was spearheaded by their in-house art and design team, led by Fletcher Ross, in collaboration with B2B marketing consultancy, I.M.A. The latter was instrumental in developing the strategy, research, insights, positioning, and key messaging. Additionally, I.M.A. provided the brand launch materials, including brand guidelines and a launch video. The strategic insights were then utilized by SMEC’s team to craft the new visual identity, encompassing a redesigned logo, color palette, and associated collateral.
Jake Cush, Partner at I.M.A., highlighted the challenge of creating a cohesive brand promise that aligns with SMEC’s strategic direction to demystify the complexities of the engineering category. Cush stated, “The rebrand needed multiple dimensions but a single DNA. Our insights showed SMEC needed a brand positioning that strongly reflected how SMEC people and customers feel and see the brand and would cut through in a category that generally looks and sounds very generic.”
The new brand strategy emphasizes SMEC’s commitment to providing practical solutions that leverage technology to reduce costs, enhance reliability, and minimize environmental impact. Suzanne Gibbs, Global Lead for Marketing and Communications, Infrastructure and Energy at SMEC, noted, “We recognized we needed to update the brand to engage with our stakeholders in a way that was truly authentic and spoke clearly about the nature of our services and expertise. With I.M.A. garnering the insights and developing a brand strategy that fitted with our objectives, we were able to bring our new brand promise – Engineering Positive Change – to life via core design elements which create a clear visual identity for all SMEC communications.”
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SMEC’s updated visual identity will be rolled out globally from mid-July, featuring new logos, typefaces, color palettes, photography, and graphics that are designed to be the essential visual identifiers of the brand.
About SMEC
SMEC is a global engineering consultancy specialising in energy and infrastructure projects.
Provides design, consulting and advisory across the Transport, Water, Environment, Energy and Urban sectors. It employs more than 5,400 employees, across more than 40 countries.
In Australia, SMEC has a 75-year strong legacy, dating back to the iconic Snowy Mountains Hydroelectric Scheme, one of the engineering wonders of the world; and for the last 75 years SMEC has built a reputation as a trusted partner on major transport, water and energy infrastructure projects around the world.
With sustainability and technology as guiding principles, SMEC is poised to lead the industry into a new era of innovation and progress – we need the external positioning and branding to more strongly reflect this value we add to customers and communities. In Australia SMEC is currently immersed in designing Australia’s longest tunnel and largest solar farm. The company focusses on renewable energy
