Managing the re-naming of a welsh engineering institution

The challenge: Spencer Davies Engineering sell themselves on their problem solving abilities with sheet metal. Being a small family run business they are also fiercely proud of their customer service which manifests itself as simple, well designed products always produced to high standards at low volume. We were commissioned to create a new brand to highlight and re-launch of the company. The brand should reflect the heritage of the company as well as define the new direction and momentum of the business, helping entice new customers and inspire existing ones.

What we did: We set about creating a range of solutions paying homage to both the old and new of the company. Engaging with the team at every level from Directors down we ‘sold the change’ before starting with the branding. Research around the companies value proposition accelerated as the staff, inspired by the companies’ resurgence, came up with the name ‘Amcanu’.

The result: Amcanu is Welsh for ‘to design’ and its crisp sharp letter-forms lent themselves perfectly to the new direction pitched by FauvelKhan- Sheet metal Tailoring. Tailoring is the perfect metaphor for the companies highly precise and detailed

Visit the company website: www.amcanu.co.uk