Switching gears

A global B2B organization known for its high standards in assurance and verification, SGS, was dipping its toe in the B2C marketplace with a new engine oil testing product. The company was confident in its ability to provide professional and accurate lab analysis but didn’t know much about appealing to the general public.

With multiple internal opinions on which consumer segments to target, our first task was to identify and understand our priority audience. We then needed to create a brand that was appealing to consumers while educating them on their vehicle engine performance.

We used third party data to size multiple audiences and prioritize their potential importance to the new brand. We outlined brand positioning and key messages that would be relevant to our newly identified target and drafted an approachable yet expert personality and tone for the brand. Working with this strategy, we developed a vibrant brand, website, and sample packaging kit that would make the process feel less intimidating while educating consumers about the benefits of oil analysis and how Zengine can aid in this process.