How can a brand thrive when every competitor undercuts it?
Survitec is a global leader in survival and safety solutions to the marine, defence, aviation and offshore markets, with over 3,000 employees worldwide and a turnover of £97m.
Our brief
With a highly diverse range of brands, there was little consistency in Survitec’s brand messaging. The business was seeking to align the group around a single-minded customer proposition.
The delivery
We conducted quantitative research with customers, with particular focus on service and their view of the competitive landscape. We identified a unifying insight across the customer base that provided an opportunity for the brand.
We also internally interviewed key personnel across to gain a deeper understanding of motivations, frustrations, beliefs and Survitec’s ‘way of doing things’. We then undertook desk research to review key competitor propositions, mapping out gaps for opportunity.
We ran a senior-level workshop with 12 stakeholders using our brand-planning tool to get to the heart of the business, its aspirations and its challenges. It was a great opportunity for the senior team to align on values, vision and mission.
From there, we developed Survitec’s vision, mission and values; its promise to customers; and its single-minded offer to the market.
We advised on the brand structure, recommending that certain brands transition to sit within Survitec, while others to remain niche, sector-specific brands within the wider portfolio.
To launch the strategic work, we created a video for use at Survitec’s annual conference, alongside as a customer-facing version. We also worked with Survitec’s internal design team to create a suite of assets.
We continue to deliver numerous projects and act as brand guardians to ensure that the new brand rollout is consistent, and being communicated in a powerful and effective manner.
Kind words and warm applause
“We’d already been through a brand process with an agency, but found ourselves looking at new logos with no real understanding of what Survitec Group stood for. I’m so glad we went on to find Upp. From the get-go, they gave us confidence in the process.
“Everything they do is grounded in an understanding of the business, our culture and our customers. Some initial sceptics on the senior team later commented how it had re-energised them and given them a very clear pitch to customers.
“Brian, our CEO, now uses the brand essence with investors, the media, staff and customers alike to tell our brand story. Upp also helped us engage with the wider teams to ensure they understand our proposition and what this means to their everyday work.
“We’re excited now to start rolling out the new look and tone of voice.”
Group marketing director, Survitec
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