Engineering clients place great trust in the people responsible for manifesting complex construction projects.
Over many decades, ATAL Engineering Group had earned a stellar reputation. As it approached its 40th anniversary, it sought a brand identity that reflected its wider capabilities and ambitions.
Situation
ATAL had grown from an electrical and mechanical contractor into a substantial business serving building services, environmental engineering and other specialist markets.
Its identity had remained largely unchanged since 1977. The group’s leaders desired a contemporary expression of the business without discarding its established recognition.
The brief also called for a shared sense of purpose that could unite colleagues and appeal to a new generation of engineers.
Response
Working with ATAL, Stepworks developed a brand model that brought the group’s commitment, teamwork and ingenuity into focus. The positioning phrase
Engineering with passion expressed the motivation behind its work.
A new hexagonal symbol suggested two firmly interlocking hands, representing strong team and client relationships. Red, uppercase lettering and a forward slant maintained a connection with the original logo.
Guidelines defined English and Chinese logo applications, supported by stationery, email signatures and presentation templates.
Outcome
The refreshed brand identity marked a new stage in ATAL’s development, showcasing its emphasis on innovation and customer relationships.
Detailed brand guidelines gave teams a consistent way to present the group across routine business communications.
By retaining familiar features, the design connected the company’s engineering heritage with its ambitions for the future.
Interlocking shapes suggest the strong bonds between ATAL’s engineers and their clients
Branding is more important than ever in an Industry 4.0 world. We’ve learned that creating accurate perceptions of a manufacturing company can help solve real-world business challenges. These can range from reaching new customers to attracting top talent.
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+852 3678 8700
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Singapore 068914
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