Working with Bc is like having another team member in the room - a colleague brings fresh ideas and perspectives to the table. They aren't a transactional agency, they're invested in our success.
Industry
Engineering
Challenge
MRA Engineering needed to separate their Australian-based services from their Smart Automation Products to scale globally. They required a refreshed brand strategy, new partnerships, and a revamped brand identity to balance offerings and elevate their presence on the global stage.
Results
With a refreshed visual identity and brand architecture for both brands, plus an optimised website and HubSpot CRM integration, MRA and Axo33 are ready to scale globally and lead the industry in engineering services and Smart Automation solutions.
KEY Services
Brand strategy
Brand identity
Brand architecture
Website design and build
Brand Naming
HubSpot implementation
From national provider to global innovation leader
After 25 years of providing engineering services across Australia, MRA Engineering developed a suite of new Smart Automation Products. However, their established positioning as a national engineering services company was limiting their ability to be seen as the innovative automation leaders they had become. The market viewed them through the narrow lens of ‘just another engineering services company’, missing the strategic innovation and proprietary technology that made MRA unique.
To scale globally, they needed to begin commanding attention as automation innovation leaders. They needed to separate out their Australian-based engineering services from their Smart Automation Products and establish strong partnerships with local engineering firms to integrate their new product line.
To balance their services and product offerings, MRA required a new take on their brand architecture and a fresh look for their enhanced brand.
The outcome: MRA Engineering rebranded to MRA Automation as their main brand. The Smart Automation Products rebranded to Axo33, powered by MRA. A new visual identity and website to elevate their presence on the global stage.
The visual brand identity
Brand architecture
MRA’s brand structure was strategically designed to elevate them from service provider to innovation partner. Their established reputation in bulk materials handling provided credibility, while Axo33 was positioned to eventually stand on its own.
Brand identity
The new brand identity highlights key differentiators:
- Speed and agility
- Visibility and control
- Quality and performance
- Customer enablement
The design combines these qualities, showcasing MRA and Axo33’s ability to drive innovation and deliver results, while remaining grounded in its roots.
- Logo: The logo symbolises a stockpile with gradients representing increased output, mirroring the radar-like precision and complete visibility provided by MRA’s products.
- Colour palette: Earthy industrial tones (orange and black) represent MRA’s heritage, while vibrant secondary colours (electric blue and teal) reflect the innovation of Axo33.
- Graphic Elements: Fine, ray-like designs evoke engineering precision, aligning with Axo33’s cutting-edge capability to provide complete operational visibility.
- Imagery: Drone views and expansive site images emphasise the scale and visibility Axo33 delivers.
- Typography: Clean, rounded sans-serif fonts add warmth and approachability, reflecting MRA’s practical and customer-centric approach while maintaining a premium feel.
The outcome: a future-ready brand for global growth
Through this strategic rebrand and repositioning, MRA Engineering and Axo33 are primed for global expansion. With a refreshed identity, clear brand architecture, and streamlined digital presence, they are now positioned to lead the industry in engineering services and Smart Automation solutions.
How did Bc help?
Bc’s collaboration with MRA resulted in:
- 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 innovative products
- HubSpot CRM setup and integration to streamline sales processes and manage website inquiries efficiently
Bc was instrumental in helping us surpass our lead generation goals. They understood our business objectives at every stage of the campaign journey, helped make our online presence more cohesive, and showed their commitment to excellent strategy delivery.
As always, Bc has been proactive and transparent throughout the project. With the experts they have running it, we can trust that they will always drive the best results for our business.
Working with Bc is like having another team member in the room - a colleague brings fresh ideas and perspectives to the table. They aren't a transactional agency, they're invested in our success.
Bc was instrumental in helping us surpass our lead generation goals. They understood our business objectives at every stage of the campaign journey, helped make our online presence more cohesive, and showed their commitment to excellent strategy delivery.
As always, Bc has been proactive and transparent throughout the project. With the experts they have running it, we can trust that they will always drive the best results for our business.