Inspired by societal impact
Progress. What does that mean in your world? For MTC, it means embracing society’s greatest challenges, convening the industry’s greatest minds, and creating first-of-a-kind solutions through innovations in manufacturing and technology. A pioneer of the UK’s High Value Manufacturing Catapult, when MTC’s new five-year strategy highlighted the need for a renewed brand world, they decided Fluid would be the perfect full-service partner through a period of transformation.
Disciplines
UX & digital designWebsite developmentSystems integrationHostingBrand identityTone of voiceCreative campaignsStrategic consultingCopywritingEvent designGraphic designArtworkingPrint managementTemplate designVideo & photographyAnimationCGISocial media managementProject management
Transformation through evolution
Harnessing the equity in MTC’s long-standing identity, we worked in fluent collaboration with the MTC team, creating a rejuvenated logotype, and distinctive identity lock-up to contain a new emblem - the progress device - along with a new brand mantra: where progress happens. The progress device itself forms a central part of the new visual identity system, permeating imagery and typography, whilst creating patterns, curves, shapes and typography that combine to build a consistent and ownable identity.
Language fuelled by purpose
A new tone of voice was shaped around the core purpose, values and behaviours at the heart of MTC’s brand blueprint. Crafted to reflect the courageous and inquisitive nature that defines MTC’s expert teams, the new communication style invites audiences into the world of MTC, blending provocation with inspiration to invite them to imagine a better future for their organisation, their industry, and for society as a whole. This is a voice built for impact. For collaboration. For progress.
Embracing full-service fluency
Dovetailing with the talented brand and marketing teams at MTC, we shaped a collaborative roll-out of the new brand world, following agreed phasing to maximise impact of the brand transformation and strategic re-set. From campus placemaking to corporate presentations, animations to brochures, integrated campaigns and everything in-between, MTC’s new brand vision now flows seamlessly across every physical and digital touchpoint, inside and outside the organisation.
Built for long-term impact
The first phase of MTC’s digital transformation involved an overhaul of its core web presence, with the brand applied through close collaboration between Fluid’s brand lead and UX specialist. A headless architecture comprising Drupal and Next.JS ensured the site was developed with holistic performance at the heart of everything. Initial performance analysis showed a dramatic uplift in both enquiries and time on-site, whilst ongoing SEO, analytics and campaign support ensure that continued enhancements to the new website are driven by real-world analysis and reliable data.
Integrated campaign partners
From accelerating uptake of hydrogen innovations to enhancing awareness of civil nuclear capabilities, our integrated campaign partnerships punctuate the always-on thought-leadership shared by MTC across industry and owned events, as well as digital and social channels. A considered investment in templated materials ensures MTC's in-house team are empowered to react rapidly to developments in the industrial and political landscape. Always protecting the integrity of their brand - visually and verbally.
A trusted partner
As a complex business operating across multiple sectors and technologies, we needed a partner who could truly understand our vision. From bringing our new brand identity to life and developing our website to the creative realisation of multiple campaigns and brand assets, Fluid have quickly become a valued extension to our team - delivering insightful, creative and impactful solutions that support our brand. This is a true partnership.
– Dawn Topham, Senior Marketing Manager, MTC
