West Yorkshire-based integrated agency The Bigger Boat (TBB) is helping to facilitate rapid growth for Lancashire-based quality engineering company Roq —with a reimagined brand identity, tone of voice, and website.
The project forms an integral part of Roq’s aim to quadruple in size over the next four to five years.
Building on Roq’s clear values, culture, and reputation, TBB needed to ensure the 14-year old brand stood out in a crowded market. “More than values, you must demonstrate your expertise” explained Doug Main, creative director at TBB. “Everyone says they are ‘flexible problem solvers’ but the challenge is identifying what makes you better than everyone else.”
Roq CEO and founder, Stephen Johnson added, “Roq is evolving at pace, and has a clear vision to be the UK’s leading quality engineering company. It felt like the right time to revisit our brand identity, personality, and visibility, as well as investing in an updated website. We’ve always tried to punch above our weight with how we’re perceived, and wanted our digital home to act as an effective tool for self-promotion, lead-generation, and educational resources that reflects a company four times as big as we are today.”
Employing around 125 people across the UK, Roq is expecting to hire 150 new colleagues over the next four to five years - from experienced professionals to those studying STEM subjects at university through to new entrants into the technology sector via its ground-breaking apprenticeship programme. As such, defining its employer brand was a mainstay of the project brief.
Speaking about the positioning work, Carrie Webb, head of content at TBB added: “Roq is a people-focused organisation, and wanted its identity and assets to demonstrate its inclusive, values-driven approach to attracting and retaining colleagues, — by promoting Roq as an employer of choice and a great place to work.”
To guide Roq towards this vision, TBB took steps to ensure Roq’s colleagues are at the forefront, from photography capturing the real people — with real personalities — behind the brand, to tone of voice guidelines that enable Roq to create messaging that’s ‘human’ and easy to understand.