In an industry characterized by generic images of men in hard hats, formidable
structures and highly technical language, Ausenco is not your average
engineering firm. Where others provide the standard solution for a project,
Ausenco focuses on creativity and innovation for its clients—and has the
reputation to match.
However, its loosely defined branding efforts and cluttered brand architecture had made
for an underwhelming reflection of not only who they were but also who they
wanted to be. We were asked to uncover and bring to life a far more dynamic
interpretation of Ausenco’s brand and mix of businesses.
We began with a comprehensive phase of analysis to understand the key issues
across each business line around the world. This consisted of a company-wide
online survey, one-on-one interviews with key stakeholders and a global audit
to reveal the strategic foundations for the Ausenco brand and its various
What we recognized was that Ausenco was a collective of ingenious minds, working together
to provide innovative solutions, Our brand strategy captured this unique energy
under the banner of “Ingenuity by example,” an idea that championed their
commitment to breakthrough results, inspiring relationships and insightful
We set about developing a three-year roadmap to transition the portfolio to a refined
architecture strategy that the various lines of business could relate to their sub-brands.
Incorporated in the strategy were comprehensive guidelines for every touchpoint, including
corporate and business line brochures, websites, tradeshows, newsletters,
advertising and tender documents.
By overhauling every element of Ausenco’s brand identity, we created a new
standard for marketing and collateral design within the engineering sector. The
brand launch has seen Ausenco not just raise the bar, but set it far above the
For us, it has been a journey of discovery. For Ausenco, it has always been a case
of ingenuity by example.