CASE STUDY LUDLOW ENGINEERING

Combined services deliver a fresh and striking new brand for Ludlow Engineering 

New brand, new website, new photos, thanks to The Marketing Tribe

What began as an enquiry about a website refresh, ended up involving a broad range of the Marketing Tribe’s expert services which resulted in a fantastic brand identity, a striking new website and a dynamic new look for our client, Ludlow Engineering.

The business

Ludlow Engineering, based in Swindon, specialises in the repair and manufacture of machinery parts and operates from an impressive workshop, using state-of-the-art equipment.

Founded by Dan Ludlow, the company has a deserved reputation for providing an outstanding, quality service to its customers in the Wiltshire area and beyond.

The brief

Dan Ludlow first approached our brand guru, Mike Land, to discuss updating his website, and Mike was quickly able to point him towards our brilliant web developer Paula Dagnall.

The project soon widened, and Dan realised he needed a broader range of marketing services to give his business a fresh image to better reflect the organisation.

We worked collaboratively, with Mike developing a new brand identity for Ludlow Engineering, Paula creating a website, our copywriting Jo Smyth writing the words, and our photographer Elizabeth Donovan taking the images.

The final piece of work for Ludlow Engineering was to tell the world, so Jo (with her PR hat on)  ensured a press release was widely covered in the media. So, how did we go about this collaborative marketing project for Ludlow Engineering?

Dan Ludlow profile - Ludlow Engineering

Dan Ludlow – Ludlow Engineering

Ludlow Engineering - branding guidelines

The new Ludlow Engineering branding 

The new brand

Ludlow Engineering wanted a new look, but it was clear this would take more than a change of font.

Mike worked closely with Dan to delve under the bonnet of his business, to discover the company values, USP, target market and motivation.

Dan has enjoyed years of producing bespoke parts for the motor racing industry, and although this is still part of his business, he was looking to promote his services to a wider audience.

First, we started with the font – a clean, concise, structural font to mirror the nature of the engineering business. Certain characters stand out, both in lower and uppercase. The roundness of the a, e, g and o, plus the vertical lines of the l and i’s. We choose the industrial lines of Barlow.

Dan wanted a nod to the racing element of the business, but to give the brand a refresh, so the new graphic takes its inspiration from the chequered flag, and the branding style of UK racing tracks.

We didn’t need to change the colour palette, which also ensured brand continuity.

With the brand guidelines completed, not only could this inform the website, but it was also brought to life with printed stationery, clothing, and branded merchandise.

The new website

Ludlow Engineering had an existing one-page website, with a brief paragraph of what they did and contact information.

As an old HTML page, it was not responsive, and so on mobiles, was very small and hard to read.

We created a new, five-page website in WordPress that is fully responsive, giving plenty of visual and textual information about the business, which is informative both for visitors and for search engines.

The new website allows Ludlow Engineering to showcase the range of very specialist services they offer, as well as how they work. 

The new logo allowed us to create beautifully styled pages that complement the brand and look sleek.

Including a portfolio page with a selection of projects that have been added to over time has meant the company can showcase a range of specialist work. This opportunity to add fresh content shows the business is dynamic and also supports search engine optimisation.

On the Contact page, we added information about the company’s emergency repairs service, full contact details (including a map that links through to Google) as well as a contact form.

The new Ludlow Engineering website

The website has been completely overhauled

Ludlow Engineering - bespoke copy

Copy to reflect the benefits of working with Ludlow

The copy

Ludlow Engineering’s existing site gave little scope to get across to potential customers not just what the business offered but how it differentiated itself from competitors.

The new, five-page site meant we could include information about the services provided, the types of customers who would benefit and the back story for Dan and what motivated him to set up Ludlow Engineering.

It’s important in copy to focus on the benefits to the customers, and not just the features of what the business does. Dan was also keen to move away from the image of a business focussing on the racing car sector, as his client base had widened beyond this.

We used the copy to talk about Ludlow Engineering’s skills, state-of-the-art machinery, speed of service and quality of products delivered. We ensured the text spoke directly to the target market, highlighting how using Ludlow would benefit them.

We also included important keywords to help with search engine optimisation.

Brand photography

Dan has an impressive workshop in Swindon, with incredibly detailed machinery. The brief for photographer Elizabeth was to show the diverse machining capabilities, specialist tools and to bring Dan and his team’s personalities into their imagery.

During a briefing meeting, we discussed the intricacies of what Ludlow Engineering do and the service they provide. We created a list of items that would need to be prepared for the shoot, including technical drawings, plans on screen, examples of finished machined items and raw materials, as well as making sure their newly branded livery was in place and that the workshop was shoot-ready.

On the day, Elizabeth captured head shots, PR shots and working photographs providing Ludlow Engineering with a wide selection of photographs to choose from for their website and upcoming PR and marketing plans.

The photographs perfectly complemented the brand and we were able to bring the new colours through providing a cohesive, professional and authentic rebrand to the client.

Ludlow Engineering - Brand photography - Dan working in the state-of-the-art workshop

Personalised brand photography showing the team 

The Marketing Tribe did a fantastic job working with me. It started with the rebranding which Mike took care of. I explained what I wanted and how I wanted the business to be represented as it had changed so much over the years and Mike absolutely nailed it.

Paula then listened to what I wanted and what I wanted to promote on the new website. Paula had lots of good ideas and built a fantastic website.

Elizabeth took the pictures, she visited our workshop premises three times and did an excellent job.

I also had lots of conversations with Jo, who took care of all the wording and helped with the promotion of the website and our 15 year anniversary. Jo even organised a press release with local publications.

Excellent service all round, a real pleasure to work with all involved.

Dan Ludlow, Ludlow Engineering.

Finally, public relations

The fresh new look, and the business’s fifteenth anniversary, was a great excuse for us to write and send a press release, putting the spotlight firmly on Ludlow Engineering.

Jo’s wording for the press release, accompanied by Elizabeth’s photos, ensured we achieved some great coverage, including Business Biscuit, Business Insider, Swindon Link.

Like to know more? 

  • Are you looking for marketing services for your business?
  • Do you need a new brand, new website, new imagery, social media support, SEO or a marketing strategy?
  • Perhaps a combination of some or all of our services?

Why not get in touch to see how we can help market and promote your business.

Quick links to Dan’s Tribe Team:

l

Mike Land

 

Graphics & Branding by Mike Land
at Nickel Design. 

 

Paula Dagnall

 

Website Design & Development
by Paula Dagnall at Swindon Design.

 

Jo Smyth

 

PR & Copywriting by Jo Smyth
at Word Worker.

 

Elizabeth Donovan

 

Images by Elizabeth Donovan
at Brand Photography by Elizabeth.

 

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