Developing a brand strategy and corporate identity for B2B engineering specialist Kamyuen Group

25 September 2020

The new direction for Kamyuen’s branding respects heritage and expresses their ongoing commitment to innovation

Founded in 1963 as a manufacturer of watch cases, B2B precision engineering manufacturer Kamyuen Group has grown into a global enterprise with several strong brands. The company is active in precision engineering, automation and digital infrastructure.

Seeking to align its brand and business strategy, the group engaged Stepworks to review its current approach and develop a new direction.

The objectives of the initiative included presenting the group’s various brands under a single banner, and producing key messages for each.

Building perceptions of strength, relevance and value

The Kamyuen Group promises to empower innovation. This positioning highlights the group’s reputation as an innovator in manufacturing. 

Customers who work with the group are empowered to focus on their core strengths. Kamyuen team members are empowered to take control of their destiny, grow and achieve their goals with the full support of the group.

A brand engineered for scale 

Kamyuen shares its strengths as a production innovator and an engineer-led problem solver. The group’s end-to-end production resources are available to customers and other manufacturers.

The new brand architecture reflects the group’s ability to offer R&D and automation solutions valuable to production engineers in a range of sectors. 

The collaboration included brand strategy, identity development, website design and development, and marketing tools, templates and guidelines.

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