Client Summary:

Formally known as Haynes Mechanical, Primec has provided heavy equipment repairs, maintenance and onsite service solutions for over 30 years. Primec services the mining, construction, earthmoving, agricultural, renewable and heavy industries throughout Queensland, Australia.

Mission:

The team at Sime Darby Industrial Services (SDIS) / Haynes Mechanical (Primec) needed to reposition itself within the ever-evolving mechanical maintenance sector. Therefore, also requiring a name change to prevent confusion with their sister company Haynes Labour Hire.

Deliverables:

Workshop & Planning
Name Development
Brand Strategy
Brand Identity Development
Tagline, Key Messaging & Copywriting​​​​​​​​
Brand Style Guide & Master Assets​​​​​​​​
Website Design & Email Marketing​​​​​​​​
Capability Statement ​​​​​​​​
Stationery Templates ​​​​​​​​
Digital Marketing Assets
Go-To-Market Strategy

Website:
primec.net.au

Outcome:

We kicked off the Haynes Mechanical (Primec) Rebrand project in October 2021 by engaging key stakeholders with an in-depth creative or discovery workshop. From this workshop we gained valuable insight to assist us in establishing the foundations for their brand and go-to-market strategy.

We reviewed and refined our findings and documented them along with the SDIS Group goals and objectives.

Armed with a detailed creative brief and research we went searching for a new brand name that met all the parameters.

With the name creative in progress we commenced research for the go-to-market strategy including customer and competitor analysis and started developing a detailed value proposition to provide clarity for the client’s customers.

Once the brand name was approved by legal, our team designed an extensive range of brand identity concepts for key stakeholders to review and approve.

We presented the client with and refined concepts, rationales and visual systems for the identity, taglines, website, brochures, print and digital advertising, stationery, signage and uniforms.

With the final master assets and templates completed we distributed to the client for implementation and internal use.