Engineering edge for Cosworth

UK-based Cosworth designs and manufactures engines for clients in a variety of industries. It is best known for its Formula One racing engines.

Challenge

Despite an established global reputation for engineering excellence, Cosworth was struggling to define a brand approach that effectively articulated its offer. It was also failing to communicate and visually express its brand in a way befitting a global, modern organisation.

Solution

We worked closely with Cosworth over a 10-month period to help position its brand, overhaul its visual identity system and develop and execute a strategic communications plan to enhance its media profile.

The brand positioning phase combined a perception audit and competitor benchmarking to identify a differentiating opportunity. Complemented by interviews and workshops to obtain insights into Cosworth’s aspirations, we encapsulated the brand essence into the expression "engineering edge".

Our exhaustive research highlighted a need for alignment, balancing distinctiveness with technical precision. The new visual identity was codified in global guidelines and rolled out across the group, from sales literature and financial reports to clothing and exhibition stands.

Together with Cosworth’s management, we also developed a comprehensive communication plan, including key corporate messages used to build Cosworth’s profile and to significantly raise awareness amongst national media.

Result

The brand essence - "engineering edge" - is the unifier for the entire company and helps inform both business strategy and visual expression. The consistent, contemporary identity system not only reflects the coherence within the business today, but also projects a clean, engineered look and feel. Meanwhile, the ongoing media relations efforts continue to boost the company’s profile with positive features appearing in high-profile publications.