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When Marioff, a market leader in fire suppression solutions, decided to redefine its brand positioning, it required a lean and multidisciplinary team. One that could develop the top-level brand strategic thinking, and simultaneously translate this thinking into tangible ready-to-use assets. Concrete Creative was asked to assemble a team able to face this challenge.
A close working relationship for Marioff really means close. Within the first two weeks we clocked over 15 hours of discussions with the CEO, heads of both business units, country managers and other key stakeholders around the world. After this onboarding we were trusted to reimagine the Marioff brand from the ground up.
With ‘Protect what matters most’ we delivered a brand purpose with a dual function: It reminds Marioff why they do what they do, and works as a call to action for customers. The unique aspects of how Marioff works have been distilled into four differentiators that back up the new brand purpose. Together they provide the foundation for a strong messaging structure that makes it easy to keep future communication on brand.
And although we have preserved the iconic logo, the utilitarian identity has been replaced by one that also communicates on an emotional level, in this case conveying values of calm, confidence, and trust. The generic brand photographs have made place for more cinematic and authentic ones that communicate the same values.
The new brand was embraced across the company. With new elements getting rolled out as they become available, it feels like replacing an engine while it’s running. But we haven’t stalled, thanks to the close collaboration, trust and excellent judgment from Marioff.
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