CTCI is a respectable Taiwan’s top turnkey engineering firm. To enhance its recognition in the international market, CTCI partnered with DDG to strengthen its image to reflect its capabilities and competitiveness. With a strategic brand restructuring, effective communication, and a striking visual identity to highlight its distinguishable qualities, DDG established a strong positioning for the CTCI brand in the minds of international clients.
Discover reliable
CTCI has extensive experience performing massive projects with outstanding safety, efficiency, and professionalism—our mission was to find the best message to convey this. We needed a core idea that would ring true for all subsidiaries and could transform an impressive company into a powerful brand. We found a distinctive quality that remained profoundly practiced by CTCI and inspired the core communication theme. The Discover Reliable message was created to welcome partners and clients to experience the difference when collaborating with CTCI while encouraging employees to uphold the promise of being the most reliable engineering provider.
A visual identity breakthrough
For CTCI, being ‘reliable’ means going the extra mile to ensure each project is safely completed on time and to the highest standard. DDG knew that the company’s values would need to be deeply embedded in the brand’s new identity. So, we strategically chose colors, design elements, and communications that boldly reinforce CTCI’s commitment to these ideals. We also relinquished 22 different hexagon subsidiaries’ symbols with one prominent wordmark – CTCI – to increase visibility against other global competitors.
Bringing brand value to international attention
New digital platforms and materials were created to showcase CTCI’s projects completed worldwide and demonstrate the company’s reliability, expertise, engineering achievements, strengths, and scale. The efforts allowed CTCI to reflect its capabilities and competitiveness and help subsidiaries actively pursue domestic and overseas markets and win overseas bids from the United States, Malaysia, and Oman. More than half of the revenue comes from overseas projects.
Extended the association to the concept of green engineering
DDG developed a media communication strategy focused on introducing CTCI’s role in making sustainable living possible to an increasingly environmentally conscious audience. Alongside mainstream domestic coverage such as Business Weekly and CommonWealth Magazine, CTCI collaborated with a well-known Taiwanese YouTuber to release a video that garnered over 150,000 views and almost 800 shares, sparked online discussion on CTCI’s work and boosted the brand’s visibility amongst a new generation of Taiwanese citizens. LinkedIn was also utilized to share CTCI’s efforts, increasing goodwill and tangible new business opportunities.
The launch of the new CTCI brand made local and industry headlines. The company and its twenty-two subsidiaries have come together under a single brand, reinforcing CTCI’s image as a world-class leader in engineering technology and services. Ranked in the top 100 global engineering firms, and with international projects accounting for more than half of total revenue, CTCI has built a brand worthy of respect and confidence. Years later, with well-strategized media communications, CTCI successfully broke out of its industry bubble with an expanded social media presence amongst new audiences to reinforce CTCI’s position as a leader in sustainable engineering and the most reliable choice amongst its peers.
