Westinghouse Rail Systems are part of the global Invensys Rail Group - a world leader in advanced signalling and integrated control systems. We've been working with them since 2003, helping to point them in the right direction through several brand changes and internal comms opportunities.
We were approached to redesign their brochures. But after talking to their customers we quickly discovered that the challenge ran a little deeper. With numerous divisions to this massive company, the brand was - rather ironically - giving confusing signals. After more in-depth qualitative research, everyone agreed we needed to reposition the company and take control of customers' perceptions.
We began by crystallising the key values with their senior management: Resourceful, Reliable, Responsible. This positioning reinforced the logo wherever it appeared - it also created the foundations for a new brand architecture which kept all the divisions in one happy recognisable family. We've since integrated this look and feel across every brand touchpoint - including a new website that ticks all the digital marketing boxes: search-friendly, user-friendly, brand-friendly.
Full steam ahead. Westinghouse has gone from requiring direction to leading the way - from having several unrecognisable voices to one big one. In essence, their integrated brand has cemented them as a major player, renowned in the industry for quality, professionalism and innovation. And this of course gives them the power to attract bigger business and better employees.