STRATEGY ➞ BRANDING ➞ WEBSITE ➞ SOCIAL ➞ ADVERTISING ➞ COLLATERAL ➞
Cabel
Cabel is a global electro-mechanical engineering company dedicated to the optimization of rotating electrical equipment. They provide service, maintenance and customisations to the power generation industry.
Cabel specialises in Industrial generator alternators, essentially the key component in generated, off-grid and backup power systems. Their services are employed worldwide across a range of sectors with critical power demand, from data centres to hospitals, stadiums to container ports, and beyond. They are the unsung heroes that keep the runway lights on, the operating theatres operational and the trains running on time no matter what.
Outthought was commissioned to redefine and refresh the entirety of the Cabel brand across multiple touchpoints, develop three divisional sub-brands and redesign cabeluk.com inclusive of extensive content rewrites.
The problem of owning the problem
Cabel has a knowledge base that is second to none with a team of engineers renowned for their wide-ranging expertise. Their problem was in expressing this. Like all of their major competitors, prior to Outthought’s involvement, Cabel’s visual language was elbow-deep in oily, broken-down components, and rusted, failed equipment.
Outthought helped Cabel to define what lies at the core of their offer: Reliability – the reliability of equipment after a Cabel engineer’s intervention, the reliability of the professionalism of the organisation, and the reliability of continuous, uninterrupted power where it’s needed most. Outthought refocused the brand with the addition of a new strapline, ‘Reliability in motion’ and by developing a visual language that positions Cabel as the owner of positive outcomes and solutions rather than problems and failures.
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“We’ve worked with Outthought for several years and have consistently had an outstanding experience. They bring real innovation to our website design and social media presence, but what truly sets them apart is their unique ability to immerse themselves in our ecosystem and deeply understand our business. Their insights and creativity have made a meaningful impact on how we present ourselves and engage with our audience.”
ANDREW BELL, MANAGING DIRECTOR CABEL ➞
Cabel has a knowledge base that is second to none with a team of engineers renowned for their wide-ranging expertise. Their problem was in expressing this.
