The client

Eve Trakway are the brand leaders in temporary track, roadway and fencing. They supply to some of the largest events in the UK, such as Glastonbury, Goodwood Festival of Speed as well as the Olympic Games and Commonwealth Games.

Logo creation

Historically, the Eve Trakway brand was purely product focussed. However, after some customer insight and research, we found that it was actually their customer service, and the people behind delivering the product, that made customers return time and time again.

Firstly, we recommended shortening the name to ‘eve’ to give the company scope for future growth and acquisitions. We crafted the characters originally from the font Avant Garde and then brought an engaging customer-focus to the logo. The ‘e’ characters were rotated and the counters adjusted to emulate a ‘smiling’ logo.

Logo and proposition

We retained their original brand colour of green, but gave it a modern twist, as well as adding a texture to emulate the structure of their products. The brand proposition was a very direct, and truly positioned them as a service-led company.

Art direction

To emphasis the new ‘people-orientated’ brand theme, we arranged a photo shoot of the Eve team across the company, from management through to the installation team. This gave the brand more personality and character.

Application

I’ve had a professional relationship with Ledgard Jepson for the best part of 15 years and they have consistently delivered a quality product and pushed our brand forward. I’ve had reason to work with other agencies but have always returned to David, Dan and their teams because, in my experience, they are the best agency to build a long term relationship with.

David Walkden, Head of Sales and Marketing