Client: European Commission (Horizon 2020)
Project: Brand development
Enabling the automation of European Small and Medium-sized manufacturing businesses.
Small and Medium-sized manufacturing businesses across the European Union face many challenges in increasing productivity, including shortages of skilled workers, how to generate growth and how to enhance the efficiency of the production process. Resolving these issues through automation or partial automation of repetitive manufacturing process elements can enable better workforce utilisation, reduce process complexity and increase output.
The Robotics and Automation MarketPlace (RAMP), funded by the European Commission Horizon 2020 research and innovation programme, is a digital marketplace. The idea is to bring together European manufacturing Small and Medium-sized Enterprises (SMEs) and robotic Technology Solution Providers (TSPs) to enable access to and ease the transfer of automation technologies.
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Finding the first-movers
Our initial challenge was to build a business model and value proposition that would resonate with 'C-level' executives who are decision-makers and have a high propensity towards automation adoption within their factories.
C-level executives with Innovator or Early Adopters values are the primary audience required for the marketplace's successful launch and rapid adoption. Using our Values ModesTM audience analysis tool, we profiled and interviewed 'C-level' decision makers within manufacturing SMEs holding Innovator or Early Adopter values to determine their underlying challenges. The high level of understanding of the audience provided focus to the business model and acted as the foundation for product and brand development.
Creating a brand that resonates
Communicating with C-level who hold innovator or early adopter values meant the brand has to have purpose and relevance, demonstrate detail, and above all, be about ideas.
Brand creation required an all-encompassing approach to ensure the name of the digital marketplace, the verbal language, and the visual identity development of the brand aligned with the needs of the desired C-level audience. The development and implementation of the brand identity and brand guidelines defined the framework for ongoing digital product evolution and will set the scene for launch.
Enhancing productivity
RAMP - the Robotics and Automation MarketPlace is currently being developed and will fully launch in late 2022. We helped create a product and brand system that will enable thousands of manufacturing businesses across the European Union to access automation technology providers, allowing them to work smarter and more seamlessly to drive productivity.