Strategy | Branding
The objective was to make SAS International stand out and stand for something. To give direction and dynamism in a world of mass marketing ceiling systems.
"The work that Built for Marketing carried out on the branding project has had a hugely positive impact on the whole of the marketing and wider SAS team. The business culture was captured and delivered as a comprehensive branding process with full and comprehensive creative brand guidelines. The outputs speak for themselves."
Phil Smith - SAS International Marketing and Sales Director
The SAS International Brand was originally built in 1968 on one man’s vision. As the business grew the need arose for a galvanised approach to bring the business together in a full understanding of identified brand principles.
The objective was to make SAS International stand out and stand for something. To give direction and dynamism in a world of mass marketing ceiling systems. To ensure that SAS International is consistent in their approach, demonstrating pride in the business and in quality of service. To keep true to the SAS original vision, the unique story from which SAS draw many strengths.
Built for Marketing facilitated a brand programme – using techniques to ensure engagement from a cross section of the SAS International team; sales, operations, all factory sites, customer service, technical and board level management.
Outputs were woven into company deliverables – HR, team culture, office & factory environments, in all marketing collateral online and offline, and for the 50th anniversary celebrations.
This internal project inspired and motivated the internal marketing team of SAS and built their skills to deliver a full brand project. This exercise aimed to engage with all elements of the business to build involvement, ownership and pride in the brand and to focus the SAS brand on their people.