JATO Dynamics, the world's leading automotive research and intelligence company,
had not refreshed it's brand image since it launched in the UK in 1984. Since then the business had grown
significantly with offices in 45 countries. With opportunities in new markets and industry sectors they saw
the need to bring the
company's image up-to-date.
The company had also become very product and technology driven and needed to re-focus
on its key customer markets and make communications much more user friendly.
The first step was to refine the JATO logo by softening the icon and creating
a bespoke font for the wordmark. The brand's
existing slogan 'Our knowledge is your power' was retained
and given a typographic treatment emphasising the
word 'power'. As part of the brand guidelines Milestone
produced a Brand Blueprint defining and aligning
the organisation's mission, vision and values.
All sales literature was redesigned and refocused by key markets rather than by product. Using sourced,
commissioned and retouched images of automotive details Milestone created a sexy, distinctive image library
for the brand.
Web, advertising and DM were coordinated with PR and launched to industry customers at motor-shows
around the world.
The re-fresh and re-focus of marketing communications has introduced many new customers
to the business from existing and new industries.
"There is a real optimism going forwards
–
since the internal and
external launches there has been a surge
of energy within the company"
Laura Kirk,
Head of Marketing
JATO Dynamics
