The SmartWater Group, now known as DeterTech, had grown considerably in a short period of time and acquired a mix of several products and solutions from different companies across the UK and Europe. We set out to unify the brand, and increase brand awareness by transforming seven business entities into one holistic brand, that ensured their market leading solutions held equal weight, and reflected their commitment to creating a safer society for everyone.
We carried out a marketing audit and brand strategy to support in establishing a name, and a new vision for their brand. The new name ‘DeterTech’ brings all the entities of the original groups together into one, with a subset of categorised solutions.
With a desire to reposition themselves as a solution-focused company, and a particular emphasis on the end result, the brand needed to work hard to reassure customers that DeterTech have the capabilities to recommend solutions through their expertise in different sectors.
In order to move away from the once product-focused approach, we created a set of brand families, paired with a clear and personable strapline: “We predict. We detect. We deter.” encompassing the new results-driven outlook the brand now leads with.
From B2B branding, then stemmed a suite of marketing material, website, signage and other supporting assets to ensure the consistent launch of the brand, both internally and externally. We provided DeterTech with everything they need to roll out the new brand look and feel across all channels.
To help them introduce the brand to new and existing clients at a big construction event, Esson, we created a set of interactive scenarios so customers could understand the breadth of security solutions that DeterTech offers. We have an ongoing relationship with DeterTech, and we’re currently building out the new website into other European countries and languages.
– Head of Group Commercial Operations, DeterTech
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