Invensys is a global technology solutions provider. It helps companies measure, control and optimise processes through automation across a range of industries, from retail appliances, to rail and manufacturing to nuclear power.
Invensys was initially formed by the merger of two major British companies, Siebe and BTR, in 1999. Since then, Invensys had transformed itself from an engineering conglomerate into an integrated technology company.
However, it still featured a range of disparate product and business brands. This undermined the desired perception of Invensys as a modern, cohesive and globally integrated organisation.
Following the restructuring and its return to profitability and the FTSE 100, Invensys sought to unify its varied brand structure. It also needed to reposition itself with a clear brand strategy and architecture in order to compete more effectively against the likes of Siemens, ABB and Alstom.
It needed a brand which moved past its historical perception as an engineering conglomerate and instead presented a compelling vision that accurately reflects the thought and technology leader that it had become.
The Invensys brand was transformed with a strategy based on “An Open Approach” – an idea that tied together with the organisation’s culture, their approach when working with clients and across divisions, and some of their key technology differentiators.
To help ensure that greater equity was attributed to Invensys, a more cohesive brand architecture was developed, tying together brands across different sectors and regions. The brand idea was encapsulated in a new visual identity that reflected Invensys’ intelligence and flexibility and that clearly positioned Invensys as a technology leader able to compete with larger competitors using agility, innovation and openness.
“Landor’s strategic thinking and creative work were exceptional. They developed a cohesive brand structure and compelling visual corporate identity system that enabled Invensys to realise our strategic vision.”
Best Corporate Brand Strategy