BRUSH Turbogenerators Corporate Communications
BRUSH are the world's leading independent manufacturer of turbogenerators, manufacturing the huge electric generators at he heart of power stations across the world, and operating in some of the toughest environments known to man.
Our brief was to redesign the companies range of brochures covering each of their three key markets and showcasing the company's range of products and services to a diverse client base, which stretches right around the world.
The existing brochures were too detailed in their approach, with highly technical content and n emphasis on the engineering specification of the projects featured. A key part of the brief was to reduce the amount of text, and to make it acessible to a less technical and more commercial audience.
Our first step was to re-write the copy in a more reader-friendly style, and to remove some of the engineering detail. This was completed in conjunction with the engineers responsible for the original copy to ensure that though less detailed, the copy was still accurate.
To accompany the copy, we wanted to feature images of real BRUSH people in the range of environments that they worked – but unfortunately since these were literally scattered across the globe, our budgets wouldn't stretch that far.
To get round this, we invited BRUSH staff to volunteer as models, and arranged photography sessions at their manufacturing plant to produce a range of images of worker dressed as they would be on-site. We then combined these images with the on-site photography that was available, and with stock images to create the images we needed.
Combined with a distinctive style and evolved 3D logo, and a stylish folder to contain them, the brochures provided a distinctive and effective package that achieved the informality and simplicity of the brief, without losing he authority of the originals.
At the same time as developing the brochures, we also suggested taking a look at the BRUSH logo. The brand is steeped in history and a proud tradition, but with a recent change of ownership, there was also an appetite for a fresh new look.
Our solution was to revitalise the existing logo with a new application. Taking our inspiration from traditional cast metal name plaques, we added a new dimension to the logo and used more punchy, fresher colours.
Our evolution gives the company a bold new figurehead, which can be used with real conviction across the entire range of communications including the new brochures – but without sacrificing the heritage of the brand.