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Euro Mechanical has been a major contributor to the energy sector of Abu Dhabi for over four decades, providing maintenance, construction, and control & automation solutions to various industries. However, with the increasing competition, the company sensed a lack of direction, resulting in decreased profits and an unengaged workforce. To address these challenges, the company sought the expertise of Jpd, who provided a full strategic rebranding exercise to modernize and align the brand.
One major challenge Euro Mechanical faced was the absence of established brand guidelines, resulting in multiple inconsistent associations with the company. This inconsistency in the usage of the company’s name and abbreviation, colours and fonts, materials, and critical messaging created confusion among employees, clients, and partners. Moreover, the company had a loyal workforce, and the rebranding exercise had to be carefully planned and executed to avoid damaging the established heritage and associations of the brand.
Jpd worked closely with Euro Mechanical and took a step-by-step strategic approach to the rebranding exercise. Various strategic brand immersion and discovery exercises helped identify the company's spirit, future ambitions, and critical areas for improvement. Jpd created a modern and simple logotype, combining the Western approach of the brand with a regional touch to its font styling, resulting in a visual identity that reflected its key attributes. The new system kept the brand's familiarity while communicating the drive for continuous transformation and evolution.
The introduction of the uplifted Euro Mechanical brand had an immediate positive response from its key client database, promoting new business opportunities, partnerships, and collaborations. The discovery of the brand’s identity supported the direction and development of its key messaging, improving the company’s sales pitch tonality and structure. The new vision for the company has inspired and strengthened relationships with Euro Mechanical's key client, ADNOC. Euro Mechanical became a pioneer within the industry in Abu Dhabi, bringing Artificial Intelligence to their sector, and a message around it has strengthened the brand presence.
“Rebranding of Euro Mechanical has truly opened the next chapter in its history. Jpd team guided us and created a brand story that not only reflected deep company heritage but also is driving us all further into the future. We are truly inspired to see immediate positive results of this exercise in our employees, clients and partners.”
Jon Rawding
CEO of Euro Mechanical
Transform Awards MEA
Gold Award Winner
Best International Communications during a Brand Development Project
Transform Awards MEA
Bronze Award Winner
Best Brand Evolution
