Overview
Industry:
B2B
Services:
Brand strategy
Brand identity
Tone of voice
Brand activation
Web design
Copywriting
Website development
Rebranding every aspect.
A company called Monui, that provides consultancy services to high voltage infrastructure engineering companies, approached Ketchup looking for a full rebrand and a website to match.
Its founders wanted a slick, forward-facing brand and web presence, and the fact is, Monui’s existing style just wasn’t cutting it. Our design and copy experts took on the challenge, and overhauled everything from the ground up. Yep, even the name.
Understanding absolutely everything.
This is a client with big ambitions: its key stakeholders want to re-write the rules of high-voltage infrastructure projects, and set out innovative new ways of doing business. They want to cut through red tape, and put the end user at the heart of everything they do – with a heavy slant toward sustainability. They needed a brand, and a web presence, that could take them there.
Our design and copy experts ran a full branding and tone of voice discovery workshop with the client’s leadership team, before developing a written style and visual language that encompassed everything that the business and its innovative founders stand for. We then developed and designed a website that embodied it all.
What emerged was Yova: a slick, confident young brand with a website to match. Grounded in the company’s values and ethics, Yova’s new branding leans into its credentials as approachable experts, in touch with sustainability, and always looking for innovative new approaches to the high-voltage infrastructure industry. Their website works just as hard. We took their out-of-the-grid thinking, and applied it to the design and functionality so their website pages could tell the same story their brand does: they’re not here to play by the rules.
Identifying a brand’s why.
Our design team drew up a visual language that leant on the connectivity of everything that Yova does – from the concept to the final result. The visuals, and website, captured the essence of Yova: high voltage networks being improved via a free-flowing exchange of ideas.
Creating a new way of communicating.
Ketchup’s copywriters drew on the brand values that were established during the brand identity workshop. They created four ‘tone of voice pillars’, to act as a filter for all Yova communications. These pillars are essentially the Yova mindset – anyone writing for the brand should use them to ensure that everything they produce is clear, consistent, and most importantly, sounds like Yova.
What’s in a name?
Yova’s original name – Monui – was difficult to say, difficult to spell, and difficult to market. The team wanted a new name, and they wanted it to be memorable and punchy.
The result? Yova. A friendly-sounding brand name which at the same time evokes electricity, futurism, and innovation.
Our clients’ kind words honest opinions.
“I have been working with Ketchup for a few months now on the design and release of a new brand in the electricity industry. The team have been excellent in terms of communication, listening, understanding and questioning which has allowed them to undertake detailed research on the industry we work in and create an exciting brand that stands out from the crowd.”
Adam O’Brien
Yova
