Cambustion has rapidly become a much-valued presence in our portfolio. As a client, they meet our most important criterion – namely that they share our appreciation of thoughtful, innovative ideas matched by the most professional standards of execution.
Their stated brand values characterise them as ‘trustworthy, honest innovators, engaged and accessible’. BAAM’s mission is to champion the “beautiful, innovative and intelligent”. In other words, we get each other.
The company was formed in 1987 with the involvement of Cambridge University to design and manufacture scientific instruments. Over time they expanded to pursue two distinct operating areas – Products and Engineering Services.
The former includes instruments that measure engine and exhaust emissions, and analytical equipment for use in aerosol science and laboratory applications.
The latter provides powertrain testing and development services to the automotive industry, and many other applications ranging from drug delivery systems to fire safety testing.
Today, they enjoy a global reach, their success deriving from a combination of their substantial scale and their remarkable agility in responding to new market opportunities.
Our brief was to create a new brand identity for the business, including a powerful and arresting website.
A traditional design agency might define ‘brand identity’ as a logo, a colour palette, a font, and a set of rules governing their application.
However, at BAAM, we start with an in-depth analysis of the client’s business: What the enterprise contributes to the market that its competitors don’t. What makes it unique – its special competencies, its vision, its ambition: Its personality, if you like. Only when we’ve accomplished this groundwork do we begin to consider details of design.
Cambustion was actually a marketer’s dream, for the client instinctively grasped the value of this preliminary exploration – an understanding that then extended to investing in visual content of the highest quality, and of committing the necessary time and resources in the design and execution of the site.
It soon became clear that at the heart of Cambustion’s offering was the principle of Expertise.
Their customers are urged to speak directly to an allotted member of staff who possesses the appropriate expertise for a specific task, and who thereby ‘owns’ the project. This expert is on hand for the duration of the job, be it pre- or post-sale technical support, consultancy work, or information on the developmental stage of a product.
Out of this truth came the strapline that succinctly sums up Cambustion’s ‘unique selling proposition’ (USP). Direct, impactful and memorable, it differentiates them from their competitors and provides a call-to-action to their customers:
Connect to the experts
We then undertook a complete overhaul of Cambustion’s communications, furnishing them with an elegant, contemporary visual fingerprint – sleek, and crisp, never indulging in “design for design’s sake”.
Our work delivered a bespoke, ‘ground up’ re-think of the company’s visual presentation – logo and presentation pack, brochures, brand guidelines and, of course, the website.
The photography was commissioned from a leading London studio and features both on the website and printed collateral.
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