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Re-launching an Auto Engineering Brand

Kadence


kadence logo

 Rebranding an Auto Engineering Company - A Journey from Local to Global

Introduction

Sino Engineering, a Chinese automotive design company, was poised to redefine its position in the global market. With a robust portfolio and a vision to expand beyond domestic boundaries, the need for a brand overhaul was evident. This is where Brandigo stepped in, bringing its expertise to the forefront.

Objectives

  1. Develop a Global Brand Identity: To craft an identity that resonates on a global stage.
  2. Enhance Digital Presence: Establish a strong digital footprint through a new website and social media engagement.
  3. Create a Unified Brand Message: Develop brand messaging to appeal to diverse markets.
  4. Launch a Targeted PR and Social Media Campaign: Garner attention in the global automotive industry.


Approach

Brand Strategy and Workshop

The initial phase involved comprehensive workshops with Sino Engineering's global team. These sessions were instrumental in understanding their vision, market position, and aspirations. We also did extensive interviews with their own customers to understand what value drivers were most important. This collaborative approach laid the foundation for a cohesive brand strategy.

logo

Bilingual Naming

A critical aspect was the development of a new name that would have universal appeal while retaining its Chinese roots. This process was meticulous, ensuring the name's relevance in different cultural contexts. The new name "Kadence" reflects the company's key pillars of expertise, speed and quality. The Chinese naming process including testing the name from a phonetic standpoint as well as for meaning.


Messaging

Creating a core message that encapsulates Kadence's ethos was pivotal. This message had to be adaptable for both English and Chinese audiences, ensuring consistency across different markets. "The harmonization of creative and technical excellence" captures the spirit of the brand and the services that Kadence offers.


Visual Identity

The visual identity creation involved a holistic approach, incorporating logo design, color schemes, and overall aesthetics that reflected the company's innovative spirit and market position. The logo mark was drawn by our artists, and also rendered into Chinese.

Kadence website

Website Development

A new website was designed to serve as the digital cornerstone of the brand. This platform was not just about aesthetics but also focused on user experience, bilingual content, and aligning with the new brand identity. The new website can be found here: https://kadence.studio/.


Marketing Assets

Additional marketing assets, including digital brochures and promotional materials, were developed to support the brand's outreach efforts.

Launch

Launch and PR Campaign

The launch of the rebranded Sino Engineering was paired with a strategic PR campaign targeting key players in the global automotive industry. This included press releases, featured articles, and participation in industry events. As part of the launch we organized an Auto Designer's Night, in collaboration with the auto design industry's most important media, Car Design News. The Auto Designer's Night, held during Auto China 2024, attracted over 100 of the world's top auto designers.


Social Media Strategy

A retainer for ongoing social media management was set up, focusing on LinkedIn, Instagram and WeChat. The content highlighted the company's key activities, innovations, and industry insights, engaging both English and Chinese-speaking audiences.At the same time, Kadence launched a targeted Account Based Marketing program.


Results

  • Increased Brand Recognition: The rebranding led to heightened awareness in the global automotive sector.
  • Enhanced Digital Engagement: The new website and social media strategy improved digital footprint and customer engagement.
  • Positive Industry Feedback: The event garnered positive responses from industry experts and media.
  • Bilingual Reach: The dual-language approach effectively reached diverse markets, establishing a truly global presence.


Conclusion

The transformation of Kadence into a globally recognized brand demonstrates the power of strategic branding, digital presence, and targeted marketing. Brandigo's role in steering this change showcases the potential of thoughtful marketing strategies in bridging local businesses with global opportunities.

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