Helping a Stand-Out Brand Stand Out a Little More With a Brand Refresh: AME Group
AME Group: Time for a Brand Refresh
In today’s competitive landscape, maintaining a strong, cohesive brand is essential, especially for industries like mechanical engineering. Recently, we had the opportunity to partner with AME Group, a leading firm specializing in mechanical engineering consulting, to revitalize their brand. Our goal? To align their visual identity with their high-quality work while positioning them as a top player in the mechanical and fire protection design, building performance, and energy and commissioning services sectors.
The Need for a Brand Refresh
The project began with the AME Group’s Vancouver, BC branch, with additional input from their Edmonton and Victoria teams. Being one of the top firms in the industry, their engineering work was already highly regarded, but their branding and marketing materials didn’t reflect the same level of expertise.
We identified this common challenge in the engineering sector—brands often prioritize function and process over branding aesthetics. This can lead to missed marketing opportunities and weakened connections with target audiences. AME Group knew it was time for a change, but they wanted to retain the human-centric approach that made them one of the top employers in their field.
Our Branding Process: Understanding the Client’s Vision
Capturing AME Group’s vibrant company culture—a key insight that informed our brand strategy to emphasize their human-centric values.
To ensure that the refreshed branding strategy aligned with their goals, we conducted a series of in-depth brand discovery meetings. These meetings revealed key insights into their company culture, values, and target audience. AME Group places a strong emphasis on being a “human” brand, fostering a sense of belonging and engagement among their employees through team-building activities, internships, and employee-focused initiatives. We knew the new branding had to reflect both their professionalism and their personal touch.
Brand Strategy for the Mechanical Engineering Industry
AME Group’s core target audience includes architects, developers, and other professionals within the mechanical engineering and construction industries. They wanted to be perceived as a leader in the field, but without losing the warmth and human connection they had cultivated internally.
The branding solution needed to reflect not only their mechanical engineering expertise but also communicate their high-quality deliverables. While their logo was iconic and well-established, we focused on making their branding materials cohesive, polished, and aligned with the top-tier services they provide.
The Execution: Developing New Brand Guidelines
Redefining standards—our updated brand guidelines ensure AME Group’s identity is cohesive, professional, and aligned with their industry expertise.
While AME Group’s signature logo remained unchanged, we worked to ensure that every other aspect of their visual identity received a modern, professional update. Our refreshed brand guidelines leveraged their existing color palette—blue, grey, and green—to represent key industry elements: water, buildings, and earth. These colors were symbolic of their work in mechanical design, and we wanted to enhance that connection visually.
We introduced additional complementary colors, such as deeper blues, to add depth and flexibility to their marketing materials. A fresh set of clean, modern typefaces was also integrated to provide a consistent, yet adaptable, look across all brand touchpoints.
Visual Identity with Custom Graphics
To further strengthen AME Group’s brand identity, we created a series of custom graphics that symbolize key aspects of mechanical engineering. These graphics, along with clear rules for usage, ensure consistency across all branded materials, from presentations to social media posts, resumes, and other professional documents.
Revamping Marketing Materials: Cohesion and Efficiency
Professional and polished—updated marketing materials ensure consistency across all of AME Group’s communications.
A crucial part of the project was to bring the AME Group’s marketing materials up to the same standard as their work. We redesigned all their branded assets, including project proposals, presentations, and email templates, to reflect the updated branding. These materials are now not only more visually cohesive but also easier for staff to use.
To further assist their team, we provided staff training on creating these materials efficiently using InDesign. This ensures that all future proposals and documents stay aligned with the new branding while being produced quickly and effectively.
Social Media Overhaul: Professional and Engaging
Engaging audiences through a cohesive social media presence—AME Group’s refreshed strategy connects with both clients and employees.
Lastly, we overhauled AME Group’s social media strategy. By giving their social media presence a polished, professional appearance, we helped them stay connected with both clients and employees. Now, their social media channels not only reflect the professionalism of their brand but also serve as a platform for engaging with their audience on a deeper level.
All in All
The AME Group brand refresh is a prime example of how a strong, cohesive brand strategy can elevate a company’s image, helping them stand out in a competitive market. From refining their brand guidelines to creating new marketing materials and overhauling their social media presence, we helped AME Group position itself as a leader in mechanical engineering while retaining the personal, human touch that makes them unique.
To look at more of the work we created for AME Group, visit our portfolio.
If your brand could benefit from a brand refresh or if you need help creating cohesive, professional marketing materials, contact us today! Whether you’re in the engineering industry or any other sector, a well-thought-out brand strategy can make all the difference in how you’re perceived by your target audience.
