Opportunity: Sunningdale Tech had grown into a global precision plastics solutions provider, capable of manufacturing components smaller than a grain of rice. The opportunity was to create a brand that reflected its scale and technical capabilities while uniting its subsidiaries behind a clearer offer and an internal culture built around engineering, problem-solving and exploration.
Insights: Tangible identified meticulousness as a defining brand personality, reflecting the precision and discipline behind Sunningdale Tech’s work. The project also reviewed its brand architecture, capabilities and product portfolio to clarify how its businesses worked together and presented a consistent offer to customers.
Results: Tangible developed a visual and verbal identity inspired by the point where ideas are transformed into reality. The system was applied across corporate communications, a website ecosystem covering the parent brand and seven subsidiaries, and modular reception environments for its global offices. Today, Sunningdale Tech operates manufacturing facilities across nine countries, providing a cohesive platform for serving customers worldwide.
Tangible developed both the visual and verbal core elements based on a meticulous persona. The graphic language was inspired by the precise point of transformation where ideas become reality. We then art directed photo and video shoots in Singapore, Malaysia, and China. Everything came together with production of a corporate video and websites for the brand and all its 7 subsidiaries, to tie in with the company’s annual planning retreat.
Over the years, Sunningdale Tech has grown both organically and via acquisitions. To better illustrate how subsidiaries all work together, Tangible suggested different ways to align their visual identities, we explored everything from a monolithic identity system to alignment through visual core elements. Tangible also reviewed how Sunningdale Tech articulated their lines of business and product menu to ensure that all the business units were aligned behind a common set of capabilities.
Tangible used the brand promise and personality to develop the interior design concepts for Sunningdale Tech’s reception experience in all their offices around the world. This modular system had to allow for an unmanned reception, exhibition area and meeting rooms for multiple clients to meet in privacy.
Visit: Sunningdale Tech
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