The bearings division of global powerhouse Saint-Gobain are hugely respected as pioneers in their field. They wanted to communicate an evolved offer with a new name and brand. So when they came to us for inspiration, we were excited to help.

It was clear that the new brand had to capture how they work hand-in-hand with customers globally to co-engineer ingenious components but the whole concept of a new name and brand was a sizeable leap and one that had to land positively with colleagues and customers around the world.

By working closely with the client at every stage of name origination and brand creation we could keep the aims of the business in sharp focus, ensuring that creativity never strayed from the strategy. The result was EQYO – a bold, characterful name and brand that worked on every level. Besides its playful feel, which chimed with the business’s strong sense of curiosity and unique approach, it had the sound ‘key’ at its heart – the key to unlocking their customers’ engineering puzzles through collaboration.

While it’s still early days, the reaction so far has been super-positive and the team thanked us for overcoming barriers, directing solutions and ultimately achieving consensus to get them over the line.