MV Technologies
Brand Development
Brand development is more than just a logo – it requires a deep understanding of who the company really is, how it operates, what benefits it provides to its customers, who those customers are, and how best to compel those customers to take action.
The Challenge
Welcome to the world of landfill gas operators, maintenance engineers and biogas project managers. A world where Hydrogen Sulfide (H2S) solutions are required to maintain daily operations and satisfy environmental regulations. Started by a group of engineers, MV Technologies entered the market in the late ‘90s. Building on a decade of success, the market was evolving and the competition was increasing dramatically.
The engineers at MV Technologies came to Modus Persona with the market challenges they were facing – increased competition, market share protection, and the potential for mergers and acquisitions. They needed to look as smart on the outside as their products were on the inside, especially since a single installation could cost millions of dollars. They chose Modus Persona to help them reinvent their brand and market positioning – starting with a new logo and website redesign.
MV Technologies
The Strategy
In an effort to uncover the essence of who MV Technologies was and who they wanted to be, we conducted a series of interviews with key stakeholders and researched the top three markets requiring H2S solutions.
Based on our findings, we began formulating benefit/positioning statements and continued researching the engineering and chemical properties of H2S within the industry. The next steps included preliminary logo design and current website review. Several logo variations were presented. As a company of engineers (which we love), their clear winning choice was the logo that incorporated the chemical structure of H2S – forming the “V” in MV.
The MV Technologies website was then designed based on the structure of the new logo, the tagline, “Compelling H2S Results” and the unique selling proposition, “MV Technologies is dedicated to solving everyday H2S challenges through engineering, innovation and experience.”
The Results
Modus Persona developed a brand for MV Technologies that communicated trust and confidence – qualities they needed to project in order to succeed. The original logo design and branding elements remain foundational for MV Technologies, as does the core website, case studies and other materials.
