Brand transformation heralds the start of a new era for £40m business
An MBO was the first step in a transformative journey for York-based Saville Audio Visual. The new management team inherited a successful £40 million business encompassing live event production and AV integration, working with some of the UK’s biggest names. Its marketing and branding though was outdated and undersold this vibrant business. Mobas was called in to work with the new management team to deliver transformation.
Mobas deployed its proven brand transformation process to deliver freshly defined, powerful and engaging brand identities, new websites and collateral, but also significant business improvements that have transformed the firm.
As always, the Mobas solution was not imposed, but came from within the business: shaped through some 200 survey responses and interviews, several workshops, a thorough review of key markets and competitors, and close working with the new management team to understand their vision for the firm.
The result is a company reshaped for the modern era and fully equipped to take the lead in its core sectors. Gone is the dated Saville AV identity that served neither specialism. In its place are three new visual identities and allied websites. Saville Group takes on a sophisticated heritage persona to become the new parent brand, with Mobas developing two new brands – Sparq and Visavvi – to free the company’s live events business and the AV systems specialists to bring a fresh and confident approach to their individual markets.
The Saville team has also taken steps to address key operational and structural issues identified by Mobas as part of its strategic review: making changes which will bring significant benefits to the business.
Andy Dyson, joint managing director of Saville Group, said: “We have an incredibly strong heritage and have been delivering high-quality AV systems integration and live event services for many years.
“Our industry is continually evolving and over the past three years of very strong growth, which has brought turnover to more than £41m, the board decided we needed to see a change in the way in which we present ourselves through our brands. This will ensure we set the standard for live events and business collaboration for our clients now and in coming years.”
Colin Nixey, fellow joint managing director of Saville Group, added: “Our brand transformation project has given us an excellent opportunity to review and consolidate our core values as a company. Working with Mobas we’ve created three exciting new brands that accurately reflect who we are and our approach to working closely with our clients. It’s been an incredibly positive experience for our teams, uniting us with one clear vision and approach for the future”.