BGEN

Repositioning an established brand for the next generation

Ambition

As one of the longest-established engineering companies, Boulting had built its reputation over a 100-year history. But it was time to present the company in a whole new way and change the perception that Boulting were solely an electrical & mechanical services business.

Boulting had developed into a much broader full-turnkey engineering powerhouse. And they had an ambitious vision for the future of engineering.

Client

BGEN

Deliverables

Brand strategy / Brand identity / Website / Social strategy / Campaigns

BGEN brand logo
BGEN image grid
BGEN graphic device
Icons

Direction

Despite its ambitious vision, the brand’s identity was no longer befitting of a business at the leading edge of modern engineering. The brand message was no longer representative of the organisation they had become.

Today, the business is pushing established boundaries – searching for new, exciting and sustainable ways to solve the engineering challenges of the modern world. So we titled this new positioning: ‘next generation engineering’.

For this exciting idea we needed a new name for the organisation. The Boulting Generations of engineers, both past and future, gave rise to the new name: BGEN.

BGEN brand guidelines
BGEN brochure
BGEN mobile website screens

Transformation

The transformation has driven significant change both internally and externally. Our launch strategy incorporated both internal and external communications campaigns. Within the business, employees now understand the values and behaviours that define the company culture and its ‘next generation engineering’ philosophy.

Amongst clients and in the wider industry, there has been a reappraisal of the company, strengthening its position in the market and driving new conversations and new opportunities.