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The brief: Define our position in the market, re-position our brand for continued high growth and create a new identity to enhance our 5-year growth plan



Established engineering consultancy Waldeck gained significant ground in the 2008 recession. This was achieved by diversification into more sustainable areas of engineering and a very pro-active approach to business development.

The consultancy had constructed an ambitious 5-year plan for growth that would see it spread across the UK and almost double in size. To be able to communicate this vision internally and externally a significant rebranding project was required – Waldeck’s brand was effectively the same as when it was a start-up 12 years previously.

Creative engineering

After a period of competitor analysis and consultation to establish Waldeck’s position in the market, POP developed an entirely new brand around the findings.

POP delivered excellent quality of service along with great creativity. They managed to get ‘under our skin’, this was reflected in a brand we are extremely proud of.

The core brand concept is ‘Creative Engineering’. The creative approach Waldeck brings to its work makes it a powerful ally to contractors, architects and project managers. They often devise alternative bids and schemes that bring projects in under budget and finished to a higher specification. This can make stalled projects feasible and be the difference between a project moving forward or not.

Subsequent to the process, Waldeck enjoyed a record-breaking year of growth beginning with the acquisition of Elliott & Brown, the longest established civil and structural engineering consultancy in Nottingham.

Addition: Waldeck won Consulting Engineer of the Year award at the 2011 National Builder & Engineer Awards.

What we did:

  • Brand concept, positioning, strapline and key messages
  • Brand identity
  • Brand guidelines
  • Copywriting
  • Corporate website
  • Design and production of marketing collateral
  • Photography
  • Print buying

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