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
The Challenge
Crafting MRA's global brand strategy
After 25 years of providing engineering services across Australia, MRA Engineering developed a proprietary suite of Smart Automation Products they were ready to take to market.
To scale globally, they needed to separate the Australian-based engineering services brand and develop a new brand around their Smart Automation Products so they could establish strong partnerships with native engineering firms to integrate their new product line. To do this MRA required a look at their brand architecture and a fresh look for their endorsed product brand.
The outcome:
Bc’s collaboration with MRA resulted in:
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MRA Engineering rebranded to MRA Automation as their main brand
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The Smart Automation Products rebranded to Axo33, powered by MRA to leverage the existing brand power that MRA already holds in the market
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A refreshed visual identity for both MRA and Axo33
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A new website optimised for lead generation, highlighting both MRA’s services and Axo33’s innovative products
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HubSpot CRM setup and integration to streamline sales processes and manage website inquiries efficiently
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The visual brand identity
The new brand identity highlights MRA's overarching key differentiators through the key visual elements of the brand.
Key differentiators
- Speed and agility
- Visibility and control
- Quality and performance
- Customer enablement
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 reflect the innovation of the Axo33 Product range.
Graphic Elements:
Fine, ray-like designs evoke engineering precision, aligning with Axo33’s capability to offer 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.
The outcome: a future-ready brand for global growth
Through this rebrand, 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.
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.