Eve are brand leader in the supply of temporary access systems, barriers and fencing.
Originally, as part of a large group, they traded under the name of Eve Trakway for several years. After a number of company acquisitions and MBOs, they felt it was time to look closely at the business structure, brand architecture and realign their proposition.
We applied their no nonsense, step-by-step approach to the task in hand. Working closely with company stakeholders to understand the business, its 45 year history, structure, recent acquisitions and future aspirations, before building a brand strategy from our findings.
After talking to the team, and scrutinising customer survey feedback it became very clear that Eve was primarily a service brand. They had spent years selling the business on its rather dull products, which at best are a square uninspiring piece of rubber or aluminium, which when slotted together make a temporary floor at festivals and construction sites. Their survey results were excellent with the majority focussing on what a great job the people had done, not necessarily the product.
Eve added two new related business to their portfolio, traffic management and security giving them a wider portfolio of services. This meant that the name Eve Trakway was no longer appropriate going forward. It was agreed that the shortened name Eve would be adopted with the four core product offerings of trakway, barriers and fencing, traffic management and security sitting underneath. This gave them a solid brand structure for them to continue to grow via the acquisition new related services.
Developing the proposition
These vital findings allowed us to create the service brand proposition, “Our Products are Temporary, our Service is Permanent” and underpin the brand with 5 core service values which we called ‘Eve Believes’. These were adapted to suit both internal and external audiences.
Creating the Identity
Creating the corporate identity was a chance for the LJ creative team to really demonstrate their craft. They took the two letter ‘e’s from the word Eve and rotating them slightly and altering the counters within the letters to look like eyes, subtly created two smiling characters. This immediately reinforced the companies approachability as a service lead company.
We then developed a photography style to suit by shooting Eve people on site or in the office going about their working day. The copywriting tone of voice followed bringing a fresh, slightly humorous tone to the headlines and copy, once again reinforcing their approachable, service lead brand.
Implementation and communication
The new brand was applied to a fully content managed website and corporate brochure as well as newsletters, signage, corporate clothing, stationery and livery. It was launched to their clients at their industry trade show The Showman’s Show. Internally, a range of posters and a company bible as well as hard hats, boot bags, mugs and stationery were proposed to reinforce the 5 values.
The result is a clean, fresh, service led brand with a clear structure to allow for future growth. This, underpinned with Eve Believes, provided Eve with a clear way forward to develop both internal and external communications channels around their values.
Read more about the Eve website project.