Using values as a differentiator

Branding and Communications

  • Copy Writing
  • Art Direction
  • Design
  • Concept
  • Strategy

Client Contact:

Opus:
Lauren Gibson
Mike Eagle

Collaborators:

DNA:
Anna-Marie Antipas
Gill Coltart
Mark Di Somma
Photography:
Ian Robertson

Opus Engineering has a long history in New Zealand. It started out as the Ministry of Works, and was privatised in the late 1980s. It is now a team of over 3,000 engineers, designers, planners, researchers and advisors who work with more than 12,000 clients across Australia, Canada, New Zealand, the United States and the United Kingdom.

The engineering sector is very competitive. There is little to differentiate one consultancy from another, aside from experience and people.

Opus came with a challenge; to find a way that proved their focus was on their clients, and that they worked collaboratively world wide. We came up with "Two and a half thousand minds per hour" to give them a sharp point of difference.

We also needed a way to sell their capbility, beyond their expertise and experience. We decided they needed to demonstrate how their values affected the way they work for their clients. This became the way in that would provide a truly unique proposition.

Each value was give a metaphor that helped explain the principle behind each, which became the basis for the international websites and corporate profile. Beyond that, as series of images was shot to represent the sectors they work in.

The company has embraced selling itself through their values, and they report a significant uplift in the way staff view the company. They have also found it a compelling way to attract a richer vein of high qulaity graduates, but more importantly, are seeing more engagement with clients and prospects.

Opus have also found it smooths the way to acquisition, which has become an agressive growth strategy and pathway to their 2020 vision.

This work picked up a Silver Graphis Award in 2014.