When engineering giant Montgomery Watson bought out Harza, engineering company with an even longer history, they found themselves with two histories and no history. Branding them as MWH paid homage to both companies, but freed the new MWH of its ties to the past. Once the new look and corporate ID were established, the new brand was promoted in breakthrough ads placed in usually staid trade journals and on giant iconic banners in airports around the world, as well as other locations where decision makers gathered.
When engineering giant Montgomery Watson bought out Harza, engineering company with an even longer history, they found themselves with two histories and no history. Branding them as MWH paid homage to both companies, but freed the new MWH of its ties to the past. Once the new look and corporate ID were established, the new brand was promoted in breakthrough ads placed in usually staid trade journals and on giant iconic banners in airports around the world, as well as other locations where decision makers gathered.
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