In the competitive and fast-paced world of engineering, you’ve got to think big to stand out to your clients.

The Client

With major projects like specialist laboratories for the Antarctic research ship, RRS Sir David Attenborough, to a complete heating system for the Royal Albert Hall, Merit wanted a brand identity that spoke loud and clear about their value engineering capabilities.



A brand identity that shows Merit as a ground-breaking team of experts, ready to take on any challenge.

Merit wanted to use their impressive portfolio of work to attract new clients and cement their position as award-winning specialists for innovative design, engineering and construction.

Our brand strategy positioned Merit for growth, with a crystal-clear brand identity that signals innovation and leadership.


The focus of our brand strategy for Merit was on strength and competition; how could Merit best stand out and position itself in a more competitive, market-leading way?

We carried out in-depth positioning work, pinpointing Merit’s place in the industry and firmly establishing key strengths.

The visual style we created was led by an animated graphic, representing Merit’s ability to bring focus and direction across complex variables, delivering world-class solutions.


We stripped back Merit’s tone of voice, replacing technical language with a daring, imaginative and intelligent approach to its work.

We focused on Merit’s reputation for succeeding in ‘impossible’ projects, using this as a major pillar in the whole brand identity.


Existing imagery wasn’t effectively communicating the ambition and scale of Merit’s work.

Our distinctive brand treatment can be applied to all past, present and future imagery, delivering consistency and visual coherency.

Guidelines were agreed for future photography, ensuring all imagery shared the sense of inspiration we’d instilled in the brand.

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