How Fireworx helped MAATS to Optimise their Marketing

Challenge

MAATS Tech are a trusted and key supplier to the global shipping vessel market, specialising in offshore cable, umbilical and flex lay systems, supporting design, build and installation of full deck lay solutions to more than 30 vessels. Established for over 30 years MAATS appointed Fireworx to reinvigorate the brand positioning and marketing communications approach to better reflect the values of the business both today and for the future.

Actions

We started with a brand workshop to define the positioning and value proposition, centring around the themes of reassurance. MAATS have a proven track-record in helping clients make the right decisions saving time and money from avoiding the costly mistakes other can make.

From this theme of constantly striving for doing better and better, we created a unique look and feel for the brand based on the central idea of a never ending ambition, of endlessly striving for the best solution for clients. Symbolised by the MAATS ‘M’ logo mark represented by an infinite loop, we also introduced green into the colour pallet and brightened the blue to make the brand fresher and more vibrant.

Developing a new set of brand guidelines and crafting a communication language we then developed a new website on a WordPress CMS platform, utilising a mix of video and imagery throughout, bringing the story to life, and a new structure to simplify the offering provided by the now multi-faceted services.

We then took the new look identity across literature and into their exhibition graphics to create a instantly identifiable yet consistent look and feel that was uniquely MAATS, and brought their values to life with punchier headlines to convey their many benefits.

“Fireworx have built a reputation for delivering striking and distinctive creative for a number of high profile brands, they came recommend to me and from our initial meeting I knew they would be the best partners to help us realise the future vision for the business. I’m delighted by the new look identity and I love the way the transformation of the brand is seen in our traditional marketing and into the digital space. The new website is excellent, the refined structure is so much simpler and the use of imagery and content really brings our unique proposition to life in a way it wasn’t before.

The feedback from our clients and the wider team has been really positive and overall the brand much better reflects the business for 2020 and beyond.”

Lisa Edwards
Managing Director