WE ENGINEER BRANDS.
SME Group
The Italian SME Group are experts in the design and manufacture of controllers and motors for a wide range of applications. Since 1974, SME has been the preferred partner for customers in the material handling, agriculture, wind turbine and EV markets.
In 2018 SME bought Schwarzmuller Inverter and decided to rebrand. In January 2019 Dana Inc. bought the SME Group.
Delivering
Company Branding I Brand Identity I Brand Strategy I Product Architecture I Product Naming Visual Styling I Tone of Voice I Identity Guidelines I Technical Literature I PowerPoint Design Exhibition Design I Purpose • Values • Promise • Story • Strapline • Tone of Voice
Challenge
As a long established successful family business, the SME Group were a dynamic and growing enterprise and needed to refresh their identity and operations. Clarity wee asked to advise on their family of products and rationalise them whilst looking at new naming conventions.
Approach
Clarity as always, looked at the purpose, values and business proposition as well as their visual identity. A single structured approach was adopted and a compelling story was developed, resulting in the ‘Powering Potential’ strapline. A strong visual presence was created together with bold, dynamic imagery specifically for their electric markets.
Challenge
In early 2019, Clarity launched everything at a show in Stuttgart, Germany with great applause and respect from visitors and customers alike. This work represented a tremendous focus and investment from SME and with the breaking news that Dana, the global technology leader in efficient power acquired the SME Group at this time.
