Global engineering group calls in Mr B & Friends to build new brand
Bristol-based brand, design and digital agency Mr B & Friends has created a vibrant new identity for global engineering consultancy Hoare Lea which aims to dispel common myths about its industry.
The agency, which relocated from Bath to Bristol last summer, developed the bold new marque and contemporary design style in collaboration with Hoare Lee, a £80m turnover international business with more than 800 employees and 62 partners.
The company has worked on high-profile projects across the world, including Heathrow Airport’s new terminal 2A, the Royal Birmingham Conservatoire, Oxford Westgate shopping centre, the redeveloped Chelsea Barracks, and Hazza Bin Zayed Stadium in Abu Dhabi. It has 14 offices across the world, including in Bristol.
While the rebrand is grounded in Hoare Lee’s authentic internal culture and also showcases exactly what the firm offers to the world, it also looks to the future with the aim of countering the common misconception that engineering is a formal industry only suited the most technically minded.
The new brand, along with inspiring phrases such as ‘engineers of human experiences’, aims to engage a diverse pool of talented youngsters who otherwise might not consider entering the industry.
It is also well timed, with engineering in the spotlight throughout this year thanks to the Year of Engineering – a government campaign to inspire the next generation.
Mr B & Friends strategy and planning director Adam Partridge said: “From our earliest meetings with Hoare Lea we felt a clear sense of the dedication its people display towards their firm and their clients.
“This led to the development of a brand position rooted in the firm’s ethos of commitment and expertise, and the grounding of an identity built on close relationships.”
Hoare Lea partner Ian Durbin added: “Our brand journey was even more powerful than I had dared hope. It was a rallying call for our people to unite under and has sparked an enthusiasm that’s already becoming infectious.
“This new identity is rooted in our confident, positive, can-do attitude – the one that’s always been at the heart of our firm, as anyone who works with us knows.
“A few weeks after launch, we can already feel the effects of this transformation. But it’s just the start – we’ll be working hard during the next few years to build on this positive change we’ve made.”
Describing the agency’s approach, Mr B & Friends creative director Kate Gorringe said: “The new brand features a simple, modern marque, a fresh colour palette and clear, distinct project images.
“The website is designed to streamline content tailored to how users search – displaying relevant project stories, news, and insights in an intuitive, magazine-style format. The overall effect is one that illustrates the brilliance of the firm’s people and projects in an attractive and accessible manner.”
Mr B & Friends was founded in Bath in 2006 by CEO Simon Barbato but moved to Bristol’s Temple Quarter last year, bringing with it 40 staff and a roster of blue-chip clients such as Intercontinental Hotel Group, Principality Building Society, Unite Students and SSE.