A team of young, cutting edge engineers looking to disrupt the market, the former Structural Focus approached Luminosity for a complete brand overhaul. Everything including the existing Structural Focus name was up from grabs and the brief, put simply was “shock us”.
Structural Focus’ existing brand name and identity were tired. Their aged image paired with the team’s collective youth meant they weren’t being considered for the heavy weight projects their local competitors were privy to. The construction and resources markets provided the bulk of the work so immediate action was required to put them in the midst for tender consideration.
Following strategy sessions and extensive creative development, Peritas Group came to life – derived from the Latin meaning of ‘expert’. Aside from their vision to build a highly regarded business another was to be distinctive, giving them a competitive advantage on their fellow competitors.
We developed a solid custom logotype solution with the centre of the Peritas ‘P’ removed to depict their relentless attitude to provide outside-the-box engineering solutions. Our design team were given creative license to consider innovative applications across their brand assets, which included neon and fluoro PMS ink and diecut squares in the team’s business cards to provide a talking point for their client interactions.
In addition to their new visual suite of branding tools, the corresponding brand language played an important role in their positioning. We developed the term ‘Peritology’ which has pride of place on their website and outlines their client-centric ethos.
Peritas Group re-launched with their new brand and were soon making all the right impressions. Within six months of launch their turnover doubled thanks to their desired project wins. Their team has grown exponentially and our ongoing relationship since then has seen us recently rebuild their website as fully mobile responsive. A destination to now showcase their extensive portfolio of bespoke work.