Control Techniques

Drive Obsessed

Rejuvenating an old rebel for today’s global stage.

This was more than a visual identity project. It was a strategic one. It reconnected the whole organisation with its origins.

Pam Chahal, Global Marketing Director

Moving forward by going back to your roots

Control Techniques is an innovative, global drive specialist with a long entrepreneurial history. After a meteoric rise, the company was bought and integrated into a large corporation, losing its spirit and sales in the process. A new parent company brought in a CEO with an ambition to become a significant player on the global stage again.

Being Drive Obsessed

Drives control power and speed in anything mechanical or automated, from elevators, cranes, theatre equipment, Formula 1 to satellite dishes on mountain tops, and much more. They are the unseen superheroes without which the modern world wouldn’t function.

The drives market is dominated by large engineering firms for whom drives are just a small part of their business. Control Techniques are specialists who don’t do anything else.

This allowed us to write the Control Techniques story, one only they could own: products as super heroes and Control Techniques as their positively obsessed inventors.

A rejuvenated rebel

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The programme resulted in:

An aligned management team with shared goals
Increased awareness and pride in the company’s story
An energised Marketing and Sales team
A suite of easy-to-use tools that the teams leveraged to great effect and with impressive results

Control Techniques might not be the biggest player in the UK market, but perception amongst the industry suggests they are.

– Editor of a leading industry magazine