BARNES

PERSISTENT INGENUITY

Overview

Throughout its over 160 years in business, The Barnes Group had evolved from a small parts business to large scale engineering projects solving some of the biggest challenges in aerospace and industrial manufacturing. While they had changed its image over the years, the brand had not caught up with the company it had become and where it was headed. There was an opportunity for Barnes to rally its global workforce behind an authentic identity and story that more accurately reflected what they do – and tell all key stakeholders about it.

Approach

Our deep dive into the business helped us identify key insights that define what’s core to Barnes, what customers care about most, what drives employee engagement, influences shareholder perceptions and what would create a differentiated brand that stands out in its global markets. The people at Barnes clearly stood out, as did the emphasis it places on the collective, with every employee challenging convention and seeking new and better ways of doing things. With the new brand tagline – Persistent Ingenuity – the company was able to articulate a unique promise: of its value, its people and its impact. Threading that promise throughout all brand communications ensures that while the businesses and markets Barnes competes in may evolve, its unique culture – and way of working, thinking and innovating – will continue to set it apart.