Arora Engineers

Positioning a Brand for Aggressive Growth

Industry: ,

Scope: Brand research and strategy, brand and message platform, tagline, visual identity refresh and brand standards, marketing collateral system and templates (print and digital), responsive web design and WordPress development, content strategy and copywriting, email marketing templates, ongoing marketing and technical support

Arora is an engineering firm serving the world’s most critical industries – aviation, transportation and education. Having made the strategic decision to grow by nearly 900% within three years, Arora needed a brand that would align perceptions about the firm with the end goal.

The Insight

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

While customers perceived infrastructure as “that invisible stuff that makes things work” (necessary, but not exciting) and while competitor marketing focused on the most expected messages such as ease and safety, Arora saw infrastructure in a more visionary way – as a business tool and profit center – and was actively pursuing ideas and technologies in support of its forward-thinking perspective.

The Brand

This insight led us to develop a brand 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 new brand platform is ideal for supporting Arora’s aggressive growth plan because it inherently:

  • Sparks imagination
  • Communicates value
  • Shifts perception
  • Intrigues industries and individuals
  • Starts conversations
  • Claims leadership
arora engineers rebrand

Working with Arora’s leadership and marketing team, we translated the brand platform into ideas and language that enabled Arora to immediately communicate its capabilities and value to the firm’s target audiences and brand stakeholders.

Substance151 redesigned Arora’s marketing collateral, bringing clarity and visual impact to print materials and digital templates, and developed a comprehensive style guide to help Arora maintain consistency across all communications.

We redesigned Arora’s website – an online extension of the new brand – completely revamping its structure, content and functionality to create a more rewarding user experience.

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The Result

The new brand and all its expressions and extensions now align with Arora’s point of difference and support its ambitious growth plan, which ultimately will help the firm achieve its goals faster.

Awards: Horizon Interactive Awards

Arora Engineers rebrand

Arora Engineers hired Substance151 to lead our 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. Substance151 worked with us to rethink our 30-year-old brand and build a new platform from the ground up that would be scalable in support of our growth strategy. It was a collaborative process all the way through and we could not be happier with the “New Arora.”

Adam Oliver, Chief Marketing Officer, Arora Engineers, Inc.

Your Project + Our Approach = Results

Do you have a branding or marketing project in the works? We’d love the opportunity to share how our approach can help you fast-forwards results. To start a conversation, fill out our project inquiry form, call 410-732-8379 or email.

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