KORI From SAC to KORI, a transformational success story Brief To transform a successful ‘heritage’ construction contractor by renaming, branding and packaging its offer and integrating them into a dynamic new website to resonate and engage with target audiences and their respective needs. SAC as it was, has a successful track reputation and record with its clients as a consequence of its excellent work, including a for stringent budgeting and cost management, adherence to deadlines and attention to quality and detail The initial brief was to utilise the existing SAC name, but upon further discussion and needs analysis, renaming and branding the business became the first principal objective, with the aim of integrating the new name Kori and its distinct identity into the striking new website Client: Kori Services: Naming, Identity , Website Approach The KORI and MM teams initially used a combination of workshops and customer insight to shape and hone the business’s customer value proposition, positioning, and unrivalled story. In tandem the market services/sector customer value proposition offer was identified and articulated with a structure to evoke the unique capabilities of KORI as a customer focussed business with an absolute commitment to customer service excellence. Using the refined business strategy/customer feedback research and a combination of existing client projects and sectors being targeted, MM were able to define the individuality of what we regard as a ‘new wave’ contractor with clear ambitions. Strategic communication output, campaigns and activity The intention from the outset was to raise the profile of KORI and its skills Results KORI has the ambition and drive coupled its brilliant capabilities to punch well above its weight, capable and able to assume the mantle of being a challenger business to take on more traditional contractors. We felt just as passionate about the business the KORI team. The new business profile has been well received by clients and equally importantly by their people team as it has allowed the business to recruit from larger competitors who admitted that they had not taken them so seriously in the past! The improved profile and business story has successfully supported KORI’s quest to grow their business and consolidate market share in their core sectors.