Scope of Engagement: Brand Research and Analysis, Brand Audit and Strategy, Brand and Message Platform, Tagline, Identity Refresh, Brand Style Guide, Stationery Design, Marketing Collateral System and Templates (Print and Digital), Web Redesign, Content Development and Copywriting, Ongoing Support.

Arora serves the world’s most critical industries – aviation, transportation and education. With a growth strategy of nearly 900% within 3 years, Arora needed a brand that would align perceptions about the firm with the end goal.

At the onset of the project, Arora’s brand was not aligned with the firm’s business vision. Its primary marketing touchpoints – visual identity, collateral and website – did not create a perception of a larger, forward-thinking and tech-savvy firm, and its messaging presented no compelling points of difference or clearly defined value proposition.

Recognizing that the current brand would impede Arora’s ability to progress toward achieving its ambitious goal, the firm’s leadership saw the clear need to bridge the gap between the current and desired brand perception. Arora needed a bold brand stance to inform its strategy and communications, increase its visibility and marketing efficiency, and help fast forward its growth.

The Process

Through an extensive brand research and assessment process that included internal sessions with key stakeholders, customer interviews and competitive analysis, Substance151 saw that there was an opportunity for Arora to claim a truly unique position aligned with the firm’s view of the role of infrastructure.

While competitor marketing focuses on the most expected messages such as ease and safety, Arora sees infrastructure in a more visionary way – as a business tool and profit center – and is actively pursuing ideas and technologies in support of its forward-thinking perspective.

The Insight

The insight gleaned during the initial brand research, combined with our brand development process and the focus on the aggressive growth goal, have resulted in a brand platform that put Arora’s vision in the spotlight, immediately positioning it as a leader – as the firm that’s bringing new thinking and creating new value. The strategy we developed has led to a brand that:

• Communicates what Arora is today, while strategically positioning the firm for the future.
• Captures Arora’s “special sauce” and, more importantly, the value proposition behind it.
• Addresses the customer’s unspoken needs (as uncovered through the customer interviews).

And, most importantly, the new brand strategy accomplishes something only a handful of firms in various industries have been able to do: Carves out a Blue Ocean Strategy that will lift Arora out of the highly competitive and commoditized Red Ocean of infrastructure design/build service providers.

The Brand

The core brand idea – Rethinking Infrastructure – enabled Arora to lead with a bold new value proposition: Maximizing Your Return on Infrastructure.
The new brand and all its expressions and extensions now align with Arora’s point of difference and support its ambitious growth plan, ultimately helping the firm achieve its goals faster.

Creative Execution

Working with Arora’s leadership and marketing teams, Substance151 translated the brand platform into a differentiating and unified brand voice and a visual language that empowered Arora to immediately communicate its capabilities and value to the firm’s audiences.

Visual Identity Refresh

Although the logo remained the same (as per Arora’s requirement), we added a more vibrant, modern orange and a sophisticated metallic silver and introduced a series of icons, textures and other design elements into Arora’s visual vocabulary.

Collateral

The new collateral system that encompasses everything from high-impact overview pieces to staff resumes and digital templates not only helps Arora maintain consistency across all communications but also brings substantial efficiencies to daily marketing operations.

Website

Arora’s website received a complete overhaul, including site architecture, content, design and functionality, to create a modern and rewarding user experience. It also was built on an intuitive content management system (CMS), which now allows Arora to manage all site content in-house – saving both time and cost, while keeping this most critical marketing tool up to date.

The Result

Arora’s sales and marketing team is now equipped with breakthrough messages and tools and Arora is on track to achieve its goals.

Arora hired Substance151 to guide us through a full rebrand and website and collateral redesign. We selected them after reviewing many of the top firms in the marketing industry and are very pleased with the decision we’ve made. Ida and her team worked with us to rethink our 30-year-old brand and build a new scalable brand platform in support of our aggressive growth strategy. It was a collaborativeprocess all the way through and we could not be happier with the “New Arora.”

Adam Oliver, Senior Vice President, Arora