A thorough and well considered B2B branding strategy was required to take a low-floor small bus manufacturer from a humble position to that of the UKs market leader, equipped for International expansion and poised to capitalise on commercial electric vehicle opportunities.

With truly innovative products and a team that pushes boundaries, Mellor is a company with big ambition. Although a significant small bus supplier and well-respected in the marketplace, their existing brand didn’t reflect the company as leaders. Nor did it represent the innovative engineering and design capability that is creating new market opportunities.

To get a handle on why the brand wasn’t reflective of the company, we carried out extensive competitor research and took that into a B2B branding strategy session with key stakeholders. From there we were able to generate the insight required to rebrand the business.

Based on the simple proposition of “driving change”, we used a bold and exciting visual style coupled with a confident tone of voice to create a brand that sets Mellor apart. It matches their innovation, their commitment to accessible transport and can accommodate the company’s ambitious growth plans.

We rolled the brand out across logo variations for the various vehicle ranges, bonnet badges, print collateral, email and web content.

Our brief was to bring everything back together in one cohesive brand and roll that out into a new website. Desk research to understand the market alongside customer surveys gave us a great picture of the current brand position of the company.

With a stack of insight courtesy of the research, we ran a brand planning session with key stakeholders to develop a new proposition for Barkers. From there a new brand, assets and website followed.

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