Brand for manufacturing business

Branding precision.

Brand Project Overview

Reliance Precision is a design, engineering and manufacturing firm with a long-established presence in sectors including aerospace defence, scientific instruments and space.

As the company name suggests, the team works to the highest degree of precision – with capabilities to measure to just 1 micron. A micron is one twenty-five thousandth of an inch.

Key Business Challenges

Brand and proposition had not kept pace with the globally acclaimed positioning of this 100 year old family-owned firm.

How might we redress the balance with the brand?

A need to ensure absolute clarity of message to different audience groups.

How might we utilise brand architecture?

An opportunity to increase market share in existing and new markets.

How might define what makes them different?

An identity that hadn’t changed in 30 years with inconsistent application. Not representative of a ‘precision’ company.

How might they realign this?

The brand had become unwieldy and visually inconsistent over time.

How might we rationalise communications?

Increase market share in existing and new markets.

How might they create clarity of message?

Brand Process

Insight workshops to understand the business and its values.

Workshops with board and senior management team.
Over 230 staff consulted across UK and Ireland.
20 customer insight interviews.
Shadowing sales meetings.
Mapping the service process and customer journey.
Detailed competitor review.
Audit of current identity.
Uncovering key business challenges.
Defining purpose, principles and personality and proposition.

Brand Strategy

Reliance Precision engineer solutions for critical applications.

Brand purpose:

We exist to build a company together that lasts.

Brand positioning:

Simple but difficult. Reliance Precision make the complex seem effortless.

Brand personality:

Honest, open and clear.
Knowledgeable problem solvers.
Precise, measured, and reliable.

Brand Identity

Modernising the Reliance identity.

Modernising the Reliance Shield and visual identity including detailed guidelines and document templates to embed visual consistency.
Capturing values and behaviours - and embedding into the company’s HR approach and people development process.
Visualising an often ‘invisible’ design-for-manufacture process.
Working with the in-house design team to embed design thinking processes across the organisation.
Designing the company 'tour' for clients and visitors.

“Working with Darren and The Engine Room has been an invaluable experience for us as an in-house design team. Darren has helped us to redefine how we work and has equipped us with the tools we need to investigate and improve every touchpoint across the business. For us, it’s an ongoing process and Darren continues to support us where required. His in-depth understanding of the business means that he is able to offer us an outside perspective in a way that is relevant to Reliance. We consider him to be part of our team!”

Roger Barrett, Design and Communications Team, Reliance.