An amazing campaign to tell the hidden stories of safety testing
Background
Intertek’s ‘You’ll be Amazed’ campaign was a big push by the company to bring awareness more broadly of the sheer scope and critical role of Intertek’s expertise and work across a variety of industries from pioneering cancer research, to the safety of wind turbines and testing the fuel in Air Force One before takeoff.
The campaign also had an internal element, engaging colleagues through a monthly competition to collect and recognise the best and most engaging stories of Intertek’s impact in unexpected areas, celebrating the work and expertise of their global team.
Approach
Visually, the campaign brought a new style and energy to the existing look of the master brand. It introduced a new rounded campaign font based on the primary logo, and made prominent use of bold, solid brand colours and distinctive cut-out elements. These elements were so successful that both have since been adopted more broadly into the Intertek main brand style and guidelines.
Outcomes
I was responsible for helping to develop the campaign style, and rolling it out across a bespoke microsite complete with scroll-interactive animated cutouts that I created and implemented alongside a developer. I also created a range of video assets ranging from campaign assets to social posts.
Eventually, when the decision was taken to roll this campaign style into the main brand, I produced the necessary updates to the brand guidelines, presented them in several workshops to Intertek’s global marketing team and also created an animated video to raise internal awareness of the changes.
