With changes in the business environment gathering pace and competitors consolidating, the need to evolve the Mott MacDonald brand and develop a focused and compelling brand proposition became paramount. We uncovered Mott MacDonald’s unique story to drive differentiation in its sector.
Identifying the special characteristics that define the employee-owned business and exploring the client and competitor landscape revealed an opportunity to focus on how Mott MacDonald helps clients and communities across the world combat challenges like rapid population growth, climate change and poverty. The opportunity for differentiation was their unique mindset and approach to solving problems and delivering better outcomes for their clients and ultimate end-users. From this, the proposition “opening opportunities with connected thinking” was born.
The proposition was translated into a compelling tone of voice accentuating the human dimensions of Mott MacDonald’s work, and a powerful visual language that retains the company’s iconic ‘MM’ motif and adds a sense of space reflecting opening opportunity. Both were brought to life across key internal and external touchpoints. And to drive engagement and understanding, the brand launch was supported by workshops with senior leadership and key internal stakeholders.
The evolvement of the Mott MacDonald brand, to reflect its leading position in engineering, management and consultancy, has not only helped open opportunities with clients – it has energised connected thinking across its global business.