Atkins is one the world’s most respected engineering company and employs 18,500 people worldwide.
Our relationship with Atkins goes back to 2012, when we began work on an Employee Value Proposition.
Established in 1938, and with 300 offices across 29 countries,
Atkins is one of the world's leading design, engineering and
project management consultancies.
Engineering is a highly competitive sector, with a strong
demand for talent and a need for long term client
engagements in order to ensure sustainability and success.
Our relationship with Atkins began in 2012, when we
were engaged to work with them on an Employee Value
Proposition to improve recruitment and retention of talent.
It became clear that the company needed to go further and
build a brand that would resonate with employees, clients
and prospective clients and other external stakeholders.
With its rich history, our aim was to be true to its past while
enabling the company to confidently step into the future,
supported by a strong sense of purpose. A crowded sector
meant we needed to identify an authentic difference and
individual tone of voice to allow the company to stand out and
better engage with its audiences.
The team at Appetite
have done an incredible
job, helping us to define
and express a strong
sense of purpose as we
mark the beginning of a
new phase for Atkins."
Our approach was to involve the organisation and key stakeholders in the process of defining and articulating a reason for being, a purpose. After an extensive intelligence gathering phase, including hundreds of interviews, we developed a purpose with four themes at its core:
- For people, by people
- Small steps, giant leaps
This acted as the beginning of a new brand and story from which all strategic communications would flow.
Throughout the process we engaged with internal and external stakeholders to secure support for the project and also to ensure an authentic and organic evolution of the brand as they helped to shape its form. We worked with individual business units to help to formulate the individual marketing propositions by region and develop the collateral We created a range of content including new visual identity, brand guidelines, brand film, corporate and marketing collateral, environmental design and web design. Our creative approach placed the purpose at its core and brought it to life both visually and verbally. We developed eight characteristics from the purpose such as ‘human and inclusive’ and ‘bright and elemental’, which could be used in different combinations to inform the development of colour, form, graphics, typography, imagery, etc.
Since the brand was launched in 2015 the purpose has
provoked a dramatic evolution in the way the brand is seen,
recognised and used. We have shifted the conversations from
what Atkins does as a professional service provider to a more
long-term vision of how and why, consequently increasing the
value in stakeholder relationships. Commercially, Atkins, has
consistently bucked the global infrastructure slump following
the rebrand to outperform competitors in their sector.
Behind the scenes