The challenge

A control and automation company working with UK utilities needed a distinctive name and brand identity that reflected its focus on the water industry. The directors wanted a brand that would stand out from the crowd in a competitive landscape upon forming their new company.

The process

Getting under the skin

Ran a brand naming workshop exploring various possibilities and directions, followed by a strategic naming presentation that analysed the competitive landscape and aligned with the client's vision for the brand.

Uncovering the magic

Selected the name 'Marln' inspired by the Marlin—the fastest fish in the sea with no natural predators—embodying the qualities of a challenger brand with unwavering focus on performance and efficiency, born from water.

Getting right to the heart

A brand identity born around precision, agility, and forward motion, positioning Marln as a performance-driven challenger in the utilities sector.

Consistency delivered

Logo design inspired by the Marlin's tail "fin" symbol, a distinctive color palette of deep purple paired with Hi-vis orange, photography highlighting water's beauty and complexity, new website developed with Dunston Graphics, and Brand Guidelines for consistent evolution.

The results

Successfully launched the brand with immediate market differentiation through unexpected color choices and water-inspired imagery. The brand system provides a strong foundation for expansion into other energy sectors, with ongoing partnership ensuring consistent growth across all channels.

Services

Naming + Brand audit + Marketing audit + Competitor audit + Brand positioning + Creative platform + Printed collateral + Social posts + Sub brands + Event materials + Website