UK Antarctic research station

A world leading engineering company

Merit is a world leading engineering company that delivers adventurous, complex and often unique projects for clients in the healthcare, pharmaceuticals, nuclear, retail and manufacturing sectors.

The highly skilled team is used to tackling challenges that more standard building techniques won’t solve. They’ve designed and built everything from specialist laboratories for the Antarctic research ship, RRS Sir David Attenborough, to a complete heating system for the Royal Albert Hall.

The company wanted to use its groundbreaking work to inspire potential customers and to demonstrate its position at the forefront of UK engineering capabilities.

We developed a brand strategy and identity to position Merit for growth and ensure it is recognised as being an innovative market leader.


Merit is now positioned as a ground-breaking team of experts that defy convention to deliver inspiring projects, helping clients overcome big challenges.

British Antarctic Survey

Brand Identity

The new brand identity was informed by in-depth brand positioning work that established the organisation’s key strengths and how these can make it better compete in its marketplace. We also created a visual style — led by an animated graphic — that represents Merit’s ability to bring focus and direction across complex variables to deliver great solutions.

Merit Holdings brand identity

Tone of Voice

We stripped away the technical and functional language Merit was using in favour of a tone that conveyed the company’s daring, imaginative and intelligent approach to its work. We also made more of its reputation for overcoming challenges considered ‘impossible’.

Tone of Voice


Merit’s existing imagery didn’t fully communicate the sense of scale and ambition in projects it has delivered. We created a distinctive brand treatment that can be applied to all past, present and future imagery to deliver consistency and visual coherency.

This aligned with new guidelines for future photography to ensure new imagery considered and conformed to a more inspiring overview of the company’s projects.

Communicating through imagery

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Cool Blue is a full-service agency that drives brands forwards. Our ideas and innovations are always conducted with purpose. Delivering solutions that combat specific challenges and provide results. Our strategic expertise offer a valuable service to every one of our clients, helping them achieve their goals.


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