Seaward Appoints Guerilla as Brand Partner

A Country Durham-based electronics giant has appointed Guerilla as a partner to carry out a brand review as part of its plans for future development.

Seaward, which has over 70 years’ experience in the design manufacture of market-leading electrical test equipment from its Peterlee base, changed hands in 2015 and its new owners Metrawatt International’s GMC Instruments Group wanted to get the business ready for its next chapter.

Over the company’s history, brands have been introduced, and there is a need to review them at such a critical business juncture.

Newcastle-based creative agency Guerilla were appointed to research and develop a brand strategy for the business and help to move it forward.

Andrew Upton, Managing Director, said: “We chose Guerilla because we liked their approach of fully immersing themselves in our business over several months to understand our culture, people, products and marketplace. This enabled them to understand our business and challenges very quickly. There was a good cultural fit between our two companies and Guerilla’s down to earth approach makes it easy for them to feel like a part of our in-house team.”

James Allen, Managing Director, Guerilla, said: “It is a pleasure to be working with Seaward, one of our long-established and respected manufacturing business in the North East and to work with a Managing Director that has such a fresh approach and is exciting and ambitious. The business has worldwide acclaim, so it was important that the brand strategy kept all of the history and heritage of the existing brand but was also fit for purpose and established firm foundations for Seaward to move forward from and build on its current success.”

Seaward will be launching a new brand in Spring 2017…we can’t wait to share it with you!

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