| UMW
2010 REBRAND 100 Winners > merit
Industry: Industrial/Manufacturing
Enterprise Rebrand
Country Base: Malaysia
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - UMW is one of Malaysia’s oldest companies and a leading industrial enterprise with diverse and global interests in the automotive, equipment, manufacturing and engineering, and oil and gas industries. The perceptions of the UMW brand were fragmented and did not always reflect the Group’s dynamic growth and competencies.
Challenge - UMW was expanding internationally through its newly established Oil & Gas division. While the group enjoyed a strong corporate reputation, there were inconsistent perceptions about its core business. UMW knew it needed to communicate its growth story to both existing and potential business partners, as well as employees.
Strategy - UMW wanted the new identity to be both a celebration of its past achievements, and a signal of future commitment to all stakeholders. Key to its success was to ensure that all employees understood the magnitude of change taking place and how this would impact their lives within the organization.
An extensive Employee and Visitor Experience Audit (sm) which included executive and employee interviews, informed a new brand strategy and positioning, a distinctive identity and a comprehensive design and brand activation program that brought the new identity to life.
Result - In 2008, UMW became the first Malaysian corporation to be awarded an A+ rating by the Global Reporting Initiative for its Corporate Social Responsibility report. They see their brand at the heart of that success, and also see brand communications as central to positive employee relations in a challenging economy.
Credits:
Client: UMW - www.umw.com.my
Brand Strategists/Designers: Lippincott - www.lippincott.com
Creative Director: Vincenzo Perri
Designer: Bogdan Geana
Strategy: Steve Lawrence
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