Emeg Group: Rebrand & Brand Building
Emeg Rail Systems’ new Operations Director approached us with an ambitious vision for where he wanted to take this 25-year-old company and required our help to execute a full-service integrated design and marketing campaign.
Since 1997, Emeg has provided the rail sector with a wide range of industry-leading, turnkey depot products and services, with a particular focus on the UK market. However, with huge opportunities emerging overseas, our mission was to position Emeg as a global player with the right pedigree to tackle the world’s most exciting and ambitious rail projects.
Brand Identity Refresh
Our first task was to design a new brand identity with a more contemporary, forward-looking aesthetic for Emeg Group and its suite of sub-brand products (including an Arabic version of the Emeg logo). We didn’t want to deviate too far from the established brand, but small tweaks made a big difference! The wordmark and primary colour scheme didn’t change much, but we designed a new brand texture and created an expanded colour palette to give the overall visual aesthetic far more appeal.
Corporate Stationery & Print Collateral
Our next task was to apply the new visual identity to Emeg’s vast range of corporate stationery and marketing collateral (including business cards, letterheads, document templates, data sheets and a comprehensive product catalogue / company brochure). We also created detailed brand guidelines to ensure the new visual identity would be used appropriately by Emeg’s global partners and suppliers.
Video Production & 3D Animation
Over the last 2 years, we have produced video case studies for Emeg’s latest projects, including the safeNet DPS installation at the Howdon Satellite Depot, as well as an overarching group video to showcase Emeg’s UK facilities and expansion into the UAE. We have also produced various product demo videos using a combination of animation and live action.
3D Modelling & UI Design
To assist Emeg with new product development, we created a photorealistic 3D model of the HMI screen for their safeNet DPS product. This detailed model was also used for manufacturing purposes. In addition, we redesigned the user interface for safeNet to ensure the software on the HMI screen would look as good as the screen itself.
PR, Event & Social Media Support
We have also provided social media support (focused around LinkedIn and Twitter) alongside an ongoing PR campaign in partnership with trade magazine, Railway News. This involved writing double-page spread content for bi-monthly articles with a full-page ad.
We have also attended various international events, including Middle East Rail 2021 in Dubai, Middle East Rail 2022 in Abu Dhabi and InnoTrans 2022 in Berlin, where we’ve presented at conferences and networked on the client’s behalf while capturing video and photography that could be used as part of the wider strategy. We also ran follow-up email campaigns to build relationships with the connections made at these events.
Trade Stand Artwork
As well as attending these events, we designed the stand artwork, standalone graphics, QR code stickers and all manner of printed literature to be distributed by the sales team.
Future Plans
Our brand-building efforts have been instrumental in helping Emeg Group fulfil its ambitious plans for growth and expansion, resulting in an established footprint in the Middle East, new contracts on the huge Etihad Rail project taking place in the UAE, and projects with Saudi Arabia Railways. Emeg Group is now looking towards Europe and the Far East where new opportunities abound so our next task is to overhaul the existing UK-facing website while designing a new website for Emeg Global.
