The high growth underdogs with a brand fit for the world stage
The Challenge
Hareket operates in a sector dominated by big, established players. It recognised that to stand out and continue growing, it needed to take a different approach to what had been tried and tested.
The company has an ingrained challenger mentality that needed to be brought to the fore in their positioning, messaging and visual identity. But this had to be balanced with the need to communicate the depth of expertise and capabilities required to complete some of the world’s toughest engineering assignments.
In achieving this distinct position, we also needed to retain some existing brand assets that carried important equity in a number of Hareket’s key markets – not least its name and logo.
The Response
Our holistic approach to branding meant we first looked at the core of Hareket as a company – what was it seeking to achieve, and what was most valuable about this to its audiences? This led to the development of a new brand promise that distilled their underdog mentality and engineering achievements – “Above and Beyond”.
With this as our guiding principle we then built out a messaging framework that ensured this could be communicated meaningfully across the company’s global footprint and multiple different industry sectors – from renewable energy to civil engineering to shipyards.
This was combined with a revised visual identity that retained the existing logo but made greater use of green as the key brand colour – an important distinctive feature against the reds and blues most common among competitors.
