Brand Strategy & Messaging for an
International Specialist Fibre Producer
The Company
The German-owned Wellman Group (Aurelius) is a specialist high-performance fibre company with their centre of manufacturing and R&D based in Ireland. With encroaching competition from high-volume manufacturers in China and Asia, we defined the critical company points-of-difference and unique strengths of Wellman. Our brand consultants developed a strategic plan to communicate these USPs through brand design, marketing and sub-branding. www.wellman-intl.com
The Project & Scope
Our initial visual audit findings raised a key strategic question for Wellman management about the unique nature of their brand proposition and messaging in the international marketplace. Creating a stronger competitive brand proposition became a primary focus. We undertook a full programme of brand auditing, strategy development and creative expression. We discovered, defined and brought to life the essence and brand power of Wellman International vis-à-vis global competitors.
The Outcome
The branding activity and its implementation has been felt right across the company, from the design of a new international exhibition stand for the annual Heimtextil Textile Trade Show to a fresh website design, consistent company stationery, sales support materials, marketing and electronic communications, as well as internally through on-site signage, imaging and messaging at Wellman's head office premises. The brand effect has been transformational. Launched in early 2010, the brand change has been matched with excellent financial performance. Brand effect indeed!
