Mdl brand playbook for web

74
WE ARE MDL

description

 

Transcript of Mdl brand playbook for web

WE ARE

MDL

Brand Story

2

USING THE PLAYBOOK.Our business has come a long way. But as we grow it is important we understand what has made us successful to date and what is going to build a sustainable company in the future.

The MDL Brand Playbook clarifies our distinctiveness.

It provides us with guidance on how to ensure we all capitalise on what makes us unique in a consistent way, at work, in industry, with customers.

It should be used as a support tool and referenced whenever you need a reminder about what makes MDL different and how to do things the MDL way.

WE ARE MDL.

INTRODUCTION.Since our humble beginnings in 1999, we have always been passionate about back-deck solutions that pre-empt our customers’ needs.

Our approach to product design, manufacture and delivery of our products as well as the way that we engage with our customers is unique. This is our brand.

OUR BRAND IS OUR TRUTH. It’s how our values as a company can be seen and felt whenever a person or business comes into contact with us.

OUR BRAND IS OUR STORY. It’s how our people and our customers develop an innermost understanding of who we truly are.

OUR BRAND IS OUR FOUNDATION. We are ambitious and successful and our brand will help guide us in how we develop and grow and provide a reference point to ensure that our story is always consistent, honest and reliable.

4

In a dynamic, corporate and high value industry we are competing with big fish.

We need to think smart, focus on the future and ensure we always have clarity of purpose.

We need to use what is true to us to help us navigate through our future and ensure our business is sustainable.

Our success to date has been driven by our extraordinary character.

We are open, honest, grounded and real. And yet we are creative, problem solving, maverick and radical.

INGENIOUS INSTINCT.

WE WILL USE THIS KILLER COMBINATION TO BUILD OUR SUCCESS STORY.

WE ARE MDL.

Our Company

66

OUR VISION.To be world-renowned for bringing new, smart and creative solutions to the industry by working openly and closely with customers and anticipating their needs.

OUR MISSION.To be the global leader in the delivery of alternative back-deck solutions, which are inspired by creativity, driven by people and add value by solving challenges faced by our customers.

WE ARE MDL.

8

CHALLENGE EVERYTHINGWe’re big-eyed and our ethos is to question how we change the way things are done. No stone goes unturned; we challenge our products, our processes and our people which creates an innovative environment within our company. This is our edge.

FORWARD THINKINGWe use the heartbeat of the industry to focus our energy where it matters - developing equipment for the future, today. This keeps our products ahead of the game, and makes our clients look good.

DRIVEN BY PEOPLEWe believe in and want great success for our customers, our people and our business. We have energy, drive and a real hunger to progress and make things better than they are today.

KEEP IT REALAt the heart of our business is a group of down-to-earth, trustworthy individuals who respect each other and those around us. We talk honestly, directly and never fluff things up. WE ARE MDL.WE ARE MDL.

Our Services

1010

CAPABILITIES.• Design and engineering

• Manufacture and delivery

• Asset support services

PRODUCTS.• Pipelay Tensioners

• Pipelay Systems

• Reel Drive Systems

• Compensators

• Deck Winches

• Overboarding Chutes

• Deck Radius Controllers

• Ancillary Products

• HPU/EPUs and Controls

SELLING.• Purchase

• Rental

• Mezzanine

WE ARE MDL.

MARKET SECTOR.Our customers are predominantly marine and subsea contractors.

The global offshore market is estimated to be valued at approximately $614bn.

Many of our customers employ thousands of people worldwide in the energy industry.

They are driven by performance, budget, health and safety and environmental factors.

Many have strong corporate cultures and stringent internal processes and policies.

1212

We are not the market leader and so we have to play from a position behind those that are bigger than us.

We need to always:

• Think ahead of our competitors

• Build a strong brand through our marketing

• Keep reinventing ourselves for the better

• Over-deliver to our customers

• Never stop thinking of new ideas

MDL IS A CHALLENGER BRAND.

CHALLENGING THE NORM.

WE ARE MDL.

WHAT MAKES US GOOD?

We work with everybody, from top to bottom.

High quality product, 100%

of the time.

Clients can rely on us for great

service.

Delivery on time, to budget.

We understand the market and what makes our customers tick.

Technical know-how.

Our products are easy to use and do what we

say they will.

All our products are tailored to each customer.

Proven track record since 1999.

We spend money on new ideas for our customers.

We have a client-focused project team.

We do everything from beginning to end.

We provide a full back-deck package.

In-house test beds.

In-house service and maintenance team.

WE ARE MDL.WE ARE MDL.

Our Customers

1616

OUR PROMISE TO CUSTOMERS.To develop superior back-deck products and solutions by working closely with our customers, anticipating their needs and thinking creatively.

WE ARE MDL.

1818

WE ARE MDL.

CUSTOMERS.

WHAT MOTIVATES THEM.

• Doing their job well• Industry recognition and profile• Project success• Budget control

THEYLOOK FOR.

• Professionals• High quality • Industry and technical know-how• Value for money • Track record• Extraordinary ideas

• Important• Respected• Inspired• Proud• Secure• On it

WE MAKE THEMFEEL.

WE MAKE THEMLOOK.

• Smart and responsible in their job• On the look out for the next best thing• Challenging within the industry• Good at using resources well

WE ARE MDL.

Our Brand

2222

WE AREINGENIOUS.Clever, original, and full of imagination.

WE ACT ONINSTINCT.We are genuine, excitable anduse our gut feeling.

WE ARE MDL.

We think of answers before the customer knows the question.

We never say “can’t”.

We have a spirited approach to work and business.

We share ideas with customers openly.

We are really easy to work with.

We listen to what people say and find a way to make it happen.

People love working with us and for us.

2424

EVOLVING OUR BRAND.The new brand proposition - Ingenious Instinct - will now be rolled out in the form ofthe new logo and strapline across all of our external marketing and internal communicationsactivity - this means any point where our customers and team come into contact with MDL.

To manage this rollouts from an investment perspective, the new branding will be a gradualprocess, during which time both the old and new logo will exist together across differentaspects of our brand.

We will first be using the new, refined logo and strapline on all digital communications including our website, email signatures, online customer newsletters and some printed elements, such as business cards.

As we require the print and production of new items that require branding, the new logo will always be used and so over time this will then include all aspects of our brand including brochures, vehicles, signage and equipment.

WE ARE MDL.

MDL THE WORD.Our registered company name is Maritime Developments Limited; however, for all internal and external communication we use MDL.

This is how our customers refer to us and with a shorter, snappier name, we will create more impact.

In formal customer communications such as tenders and quotes, the first reference to MDL should be followed by Maritime Development Limited, thereafter referred to simply as MDL.

All other communications should simply use MDL to educate and encourage the market to continue to use this abbreviated name when referencing our company.

2626

Example:

As part of a growing industry,

MDL (Maritime Developments

Limited) continues to demonstrate

how it can solve problems. The MDL team have vast

experience in back-deck systems

working with clients across the globe.

WE ARE MDL.

Brand Experience

2828

BRAND TOUCHPOINTS.Customers come into contact with our brand every day.

We need to make sure our brand is consistent and true at every brand MDL “touchpoint”.

This includes:

When customers call our office and speak to us on the phone.

When customers see our brand and

company mentioned in a newspaper.

When customers see our brand on our

equipment.

When customers speak to us in person – in an office, on site

or offshore.

WE ARE MDL.

THE CUSTOMER JOURNEY.Think about how we need to portray our brand of Ingenious Instinct at any point when working with customers.

Think about the customer’s MDL Journey - from the first phone call to delivery of their order.

3030

Listening to clients and thinking creatively about how we can help them.

Getting our message across quickly and clearly using simple, straightforward words and phrases.

Being positive and helpful when they ask us questions.

Being friendly, relaxed and down to earth.

WE ARE MDL.

EMPLOYEE ENGAGEMENT.MDL HAS BEEN BUILT ON A PASSION FOR THE INDUSTRY AND A LOYALTY TO ITS PEOPLE.

Our brand is centred on a unique personality that should shape and guide us in the development of our people and how we select who is right to join our team.

We should measure the performance of our people, not just on their skills and job deliverables, but on their contribution to our brand through living our values.

3232

KEEP IT REAL.

• To what extent is each member of our team down-to-earth and trustworthy?

• Do they respect one another?

• Do they talk honestly and clearly?

DRIVEN BY PEOPLE.

• Are they hungry for success for the MDL team?

• Are they always looking to make things better?

FORWARD THINKING.

• Do they understand the industry we are operating in?

• Are they always looking and making suggestions for new products and services guiding the MDL of tomorrow?

CHALLENGE EVERYTHING.

• Are they thinking big and being ambitious?

• Do they have strong attention to detail?

• Do they challenge those around them?

EMPLOYER BRAND.

The MDL Brand is our reputation as

an employer.As such the company has an

obligation to ensure that at a senior level the brand

is made tangible through the

leadership of our people and team.

3434

EMPLOYER BRAND.To be true to this brand promise, the senior team must lead by example.

Live Ingenious Instinct by:

• Always being open minded to ideas, whatever they are and from whomever they come from

• Actively encouraging creativity and problem solving through our internal messaging and meeting format

• Talking clearly and in a straightforward, relaxed manner and encouraging others to do so

• Challenging the team, our processes and offering to customers in order to continuously build sustainable company success

• Celebrating success where creativity, problem solving and using instinct leads to company wins

WE ARE MDL.

Brand Elements

3636

Our brand must project MDL as the global leader of alternative back-deck solutions, inspired by creativity, driven by people and adding value by solving challenges faced byour customers.

The brand is the platform from which we work as one team to maintain the strength of the brand and its perception by existing and prospective customers, as well as the industry.

The following guidelines will clarify the elements of our corporate identity and address the basic principles of its use.

WE ARE MDL.

OUR LOGO.Our logo is at the core of our brand and is one of our most valuable assets.

We must ensure proper usage of the logo, it must never be replaced by an alternative version.

3838

ALTERNATIVE LOGO IN WHITE BOX.

This logo should be used as a secondary option on dark backgrounds only, or where our logo is not clearly visible.

MAIN LOGO.

Wherever possible, this version of the logo should be used.

MAIN LOGO REVERSED INTO WHITE.

This logo should be used on dark backgrounds only or where our logo is not clearly visible.

minimum size25mm x 25mm

optimum size45mm x 45mm

M

M

MM

Clearance space required around logo is equal to one capital M around both sides and top

and bottom of the logo

4040

correct use of logo

don’t squash logo

INGENIOUS INSTINCT

only use the approved colour palette

don’t angle logo

WE ARE MDL.

OUR STRAPLINE.Wherever possible, the MDL logo should appear with the strapline; however, if separated, this logo should be used.

4242

INGENIOUS INSTINCT

WE ARE MDL.

correct use of logo without strapline

don’t squash logo

only use the approved colour palette

don’t angle logo

4444

correct use of strapline

don’t squash strapline

only use the approved colour palette

don’t angle strapline

INGENIOUS INSTINCT

INGENIOUS INSTINCT

INGENIOUS INSTINCT

WE ARE MDL.

COLOUR.Our colours are what expresses our personality: they are bright, bold and vibrant.

1. These are our primary brand colours 2. This is our secondary colour3. These are our colours we use on MDL machinery

4646

PANTONE 7469C

CMYK 100,50,30,10

RGB 0, 97, 135

HEX #006187

PANTONE 2905C

CMYK 45,10,0,5

RGB 139,202,236

HEX #8BCAEC

PANTONE ORANGE 021C

CMYK 0,75,100,0

RGB 234,91,12

HEX #EA5B0C

1. 1. 2.

3.

RAL 50053.

RAL 2004

FONT.The MDL choice of font is Neo Sans.

Neo Sans Regular is suggested as the primary font used for web, Neo Sans Regular and Neo Sans Light used for print, and Neo Sans Medium and Bold used for titles.

It is suggested all text should be:

• 11pt size

• 14pt spacing

• Larger for screen accordingly*

* Please note different applications require different font sizes.

4848

Neo Sans Regular

Aa

Neo Sans Light

Aa

Neo Sans Bold

AaWE ARE MDL.

TONE OF VOICE.Our tone of voice refers to the words and phrases we use every day to communicate our brand.

These should be simple, clear and avoid using complex language and buzzwords.

5050

Challenging the industry

Innovative solutions

Common denominator

Operational efficiency

Fixing problems

Saving time and money

Back to basics

Finding the next big thing

WE DON’T SAY. WE DO SAY.

WE ARE MDL.

IMAGERY.Our imagery reflects our brand and is unique to MDL.

These images are examples of what is truly MDL.

All MDL imagery should come from the main company photo library and is available in high and low resolution and in various sizes.

5252

DOCUMENT TEMPLATE.All typed communication should be done so on the Microsoft Word templates shown.

54

WE ARE MDL.

BUSINESS CARDS.All MDL business cards should be in the format of this template.

5656

WE ARE MDL.

E-SIGNATURES.All MDL e-signatures should be in the format shown.

All icons and images can be acquired on request.

5858

Aleksandra JurczakCommunications Manager

t. +44 (0) 1779 491144m. +44 (0) 7508 400691w. www.maritimedevelopments.com

Aberdeen Office Maritime Developments Ltd 62 Dee Street, Aberdeen, Scotland, AB11 6DSPeterhead Office Maritime Developments Ltd 7 Wilson Street, Peterhead, Scotland, AB42 1UD

Please consider the environment - only print this e-mail if absolutely necessary.

This email is sent on behalf of Maritime Developments Limited (a limited company registered in Scotland SC200926). The contents of this email and any attachment are confidential to the intended party. If you are not the intended recipient please do not use, read, copy, forward or publish its contents and advise us on [email protected] then delete. Emails and attachments have been scanned for viruses but Maritime Developments Limited is not liable for any viruses transmitted via email or other means.

WE ARE MDL.

SOCIAL ICONS.The blue set of social media icons is the suggested version to be used on all communications including the company e-signatures.

The white set is to be used against dark backgrounds and on the MDL website only.

6060

WE ARE MDL.

SOCIAL LOGOS.Our logo and social media banner should be used on all social media platforms to the specific dimensions.

As an example, the PVLS header is being shown; however, the header image on all social media will change as and when a certain product is being the focus of our marketing campaign.

Only people with authorisation to MDL social media accounts should change the header image.

6262

AVATAR 400 X 400Twitter

AVATAR 50 X 50LinkedIn

THUMBNAIL 100 X 60LinkedIn

HEADER 646 X 220LinkedIn

HEADER 851 X 315Facebook

HEADER 1500 X 500Twitter

AVATAR 180 X 180Facebook

WE ARE MDL.

WEBSITE.The MDL website serves as the company’s main marketing tool with detailed information on all operations, delivered in a way that is clear and easy to navigate. It should only be updated by those with authorisation to do so.

6464

Home Page

Our Products

Meet the Team

WE ARE MDL.

NEWSLETTER.The MariTimes is our quarterly newsletter, featuring company news and updates, and should only be revised by those with authorisation to do so.

6666

ISSUE X | DATE

WE ARE MDL.

E-NEWSLETTERS AND BULLETINS.This is our generic MailChimp newsletter template. All e-newsletters should use the correct colours, logos, headers and footers.

6868

WE ARE MDL.WE ARE MDL.

Our Collaborations

7070

PARTNERS & AFFILIATIONS.

Over time, MDL will develop relationships with other businesses in different formats. This might be in the form of a supplier or commercial partnership for example.

How we talk about partnerships face to face and in writing is important because it communicates the role each company has within the partnership and the nature of the agreement in place.

For example:If MDL contracts an exclusive supplier

agreement to a third party, MDL is the lead

partner and the supplier is the secondary

partner. In written copy this should be

expressed as follows:MDL and its partner, Genoa Black are working

together to develop the MDL brand

communications platform.If MDL develop an exclusive agreement to

supply another third party, the third party is the

lead partner and MDL the secondary party.

In written copy this should be expressed

as follows:In partnership with Magma Global, MDL has

signed an exclusive agreement for the provision

of a handling system for their unique m-pipe®.

WE ARE MDL.

SOCIAL MEDIA.As a critical part of the marketing mix, social media plays an important part in building brand awareness and communicating key messages to our customers, suppliers, partners and industry.

Our strong brand Ingenious Instinct allows us to be both creative and daring in the straightforward and simple way we can communicate on social media.

However, care must be taken in the following areas:

• Employee personal social networking accounts or blogs should not be linked to the company’s social media accounts unless agreed by MDL.

• Care must be taken to ensure that when posting blogs or information on social media sites, MDL are not disclosing company secrets, breaching copyright, defaming the company or its clients, suppliers, customers or employees, or disclose personal data or information about any individual that could breach the Data Protection Act 1998.

7272

COPYRIGHT & TRADEMARK.

All formal documentation issued by MDL, in particular designs, proposals and tenders should be supported by a clear audit trail and management of confidentiality prior to launch and copyright assertion as follows:

© MDL (Maritime Developments Limited) A helpful detailed guide to

copyright also appears on the Intellectual Property

Office website at:http://www.ipo.gov.uk/

c-essential.pdf

WE ARE MDL.