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A strategic brand agency located in the North East has unified two industry leaders with a new strategy and visual identity.
Based in Middlesbrough’s historic quarter, Better make brands around the world more distinctive, meaningful, and effective. Using a blend of strategy, language, design, and digital, they help organisations stand out, attract, engage, and grow. And now they’ve partnered with Tekmar Group to brand RYDER, part of an international network rooted in Newcastle and Newton Aycliffe with over £35m turnover, 135 employees and 21 locations.
RYDER is an industry leader, operating at the forefront of renewables and the ongoing transition towards cleaner and greener energy. Specialising in tailored solutions for clients in the oil, gas and offshore markets, they bring trust, confidence and reassurance to complex projects like underwater pipelines, wind farms and floating structures.
With ambitious growth plans, new high-level appointments and a record of collaboration, the merger sees AgileTek Engineering and Ryder Geotechnical consolidate their industry expertise. This positions the brand as a comprehensive service that combines advanced technology with time-served experience. Coupled with a commitment to drive positive change in the global energy landscape, RYDER is ensuring a sustainable and resilient future for generations to come.
In response to the brief, Better took the opportunity to refocus the two brands into one single entity. While there was shared history and a collective vision, the rebrand prioritised points of difference, eliminated confusing crossover and maximised commercial potential. This was built around strong strategic foundations including a tone of voice that emphasised purpose but also neutrality, and a narrative designed to express the brand’s character and inform its messaging.
Better also acknowledged the existing equity attached to the name, and to a lesser extent the identity. With that in mind and following initial research and naming exploration, an evolution on both counts felt like the natural step to take. Similar considerations had to be made to the brand hierarchy – despite close ties to Tekmar Group, RYDER needed to look independent and sit separately from the wider brand architecture. The result is a visual language that’s modern and distinctive, communicating a high level of professionalism, trust and expertise.
John Taylor, Creative Director at Better, said: “From a brand perspective, mergers can present challenges but also opportunities. It can be a catalyst for positive change, serving as a call to arms and a chance to unite behind one powerful purpose and collective banner.
“From the icon and wordmark to the colour palette and type choice, the overarching sentiment for RYDER is one of confidence, crispness and precision. This sets them apart from their competitors. Just as importantly, it smooths the transition by building on brand equity and creating a sense of evolution.”
Better also helped roll out the brand online, building a new responsive and immersive website from the ground up. This digital presence aims to raise brand awareness, increase lead generation, and reaffirm RYDER’s position at the forefront of the industry. Case studies and solutions pages serve as a key touchpoint, demonstrating their experience and capabilities with the rest of the site supporting inbound marketing and recruitment efforts.
Michael Manning, Head of Marketing at Tekmar Group, said: “Integrating the strengths of AgileTek Engineering and Ryder Geotechnical has provided a unique opportunity to redefine our visual identity. This new brand not only represents our unified expertise but also our commitment to innovation and excellence in the offshore energy sector.
“I'm incredibly proud of the results we've achieved. Our refreshed brand now more accurately reflects who we are and where we're heading. We are hopeful that the new brand identity will resonate well with our audience, driving increased engagement and loyalty.
“A huge shoutout to the project team, the extremely talented Better, and everyone involved in this transformative journey. Your dedication and creativity have made this possible.”
Visit www.better.agency or https://ryder.engineering to find out more.
