Zoe Palmer
Secure Agility: from hardware to differentiated managed service leader
When a business evolves significantly but its brand doesn't, there's a gap. Prospects see the old version. Clients know the new one. Secure Agility...
When your existing brand can't contain what your business has become, growth stalls — not because the product isn't ready, but because the market can't see it clearly. That was MRA Engineering's problem.
The challenge
After 25 years as a specialist engineering services business, MRA Engineering had developed something genuinely new: a suite of proprietary Smart Automation Products. The problem was that their existing brand couldn't hold both things at once. The market saw them as a national engineering services company, credible but narrow. The innovation and product thinking that made MRA distinctive weren't landing.
To pursue global expansion, they needed a brand architecture that could separate their Australian services business from their automation products, and a positioning strategy that elevated both.
The work
We worked with the MRA leadership team to develop the strategic foundation for a two-brand architecture — one that gave their established services business room to grow, while creating a distinct identity for the automation product line to stand on its own.
That meant getting clear on what each brand stood for, who it was for, and what made it genuinely different — before any design brief was written.
The outcome was a new brand architecture and positioning strategy that renamed the Smart Automation Products as Axo33, powered by MRA, with a clear roadmap for Axo33 to eventually stand independently. The strategic brief we developed gave the design and web teams a clear direction to execute from.
The outcome
Two brands. One coherent architecture. A positioning foundation strong enough to support global expansion.
A future-ready brand ready for global domination
- A roadmap to position Axo33 as a standalone product
- A refreshed visual identity and brand architecture for both MRA and Axo33
- A new website optimised for lead generation, highlighting both MRA's services and Axo33's products
- HubSpot CRM setup and integration to streamline sales processes and manage website enquiries efficiently
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