Eco Connection
Eco Connection (formerly Instrolec) is a provider of industrial trade services, including instrumentation, electrical, calibrations, commissioning etc. An Adelaide-based company, Eco Connection works all over Australia and are now looking to undertake international projects.
Thanks to the superb efforts of SouthernXposure, who have not only designed and hosted our website for us, they have provided marketing expertise, helping Eco Connection to develop a unique brand identity. Our logo was designed to represent exactly what we offer our clients; the blue pump symbol on the left represents electrical work, the right orange valve symbol represents instrumentation, and the central, green safety cross represents our commitment to safety and the environment. Many thanks to SouthernXposure for their advice and extremely professional service.
Initial client requirements
Instrolec approached SouthernXposure to provide marketing direction for the young company. The Scope of Work evolved to include logo/visual identity design, and implementation of the strategic direction through ongoing marketing consultancy, website development, signage development, printing, and other branding and advertising services.
Strategic Branding
Instrolec’s directors initially expressed a desire to emphasise ‘safety’ in their branding (ie safe on-site work practices). However, analysis during the Marketing Audit and ‘further research’ stages of the Strategic Branding process, soon revealed that an emphasis on safety is somewhat of a prerequisite for any serious operator within the trade services industry. It is not a means of setting a business apart from competitors.
Instead, SouthernXposure recommended a definitive ‘environmental’ orientation, which would provide a unique selling proposition to a set of services that are similar to that of competitors. A further recommendation was made to change the trading name from Instrolec to one which embraced the environmental orientation, hence Eco Connection.
The strategy took into account the company’s goals, capabilities and ‘ideal’ target market, strategies of competitors and the beliefs and values of directors (a strategy such as this cannot be successfully implemented if it does not align with management’s beliefs and values).
Upon completion of the strategy development phase, we embarked on logo and visual identity design. Our ongoing feedback/refinement process culminated in the development of a logo which aligns perfectly with Eco Connection’s marketing strategy. Stationery was then designed and printed.
Website development
The first project we embarked on to roll out Eco Connection’s new brand, was the design and development of a sleek, sophisticated website, www.ecoconnection.com.au. The following was posted by Eco Connection’s directors, coinciding with the launch of the website.
Additional projects
SouthernXposure and Eco Connection have built a strong partnership. We provide ongoing marketing support in the form of consultancy; design, copywriting and printing services for promotional materials (flyers etc); signage design, manufacture and installation for building, vehicle and client signage requirements; design and production coordination for aluminium calibration tags; domain name registration and web hosting; website maintenance services; and all other marketing/advertising requirements.