Ecube
- Aerospace
Overview
Since 2011, eCube Solutions have been a leading name in exceptional quality aviation services, specialising in end-of-life aircraft projects, providing complete solutions that include maintenance, parking, storage, disassembly, and third-party logistics. Boasting a 15%+ market share, from their bases in St Athan (Wales) and Castellón (Spain), they care for assets valued in excess of $250m. Supported by a highly trained and experienced workforce, they have built their name on achieving the fastest and most meticulous delivery of customer-focused services in the aviation end-of-life sector.
With investment secured, ecube came to Limegreentangerine to consolidate their positioning and develop a brand platform from which to build for future sustained growth as the global, first-choice specialist partner.
There’s over $250m worth of aviation assets in ecube’s care, worldwide.
Brand platform
In discovery, we learned that the market was becoming increasingly saturated, and not only that but by operators who are either at a scale where their processes were entirely inflexible or smaller players who are often guilty of over-promising and under-delivering. Reaching beyond this, ecube’s brand story sought to capture a vision to be first-call players in the market space; ubiquitous, principled, experienced, and with a relentless focus on customer- and solution-centric principles.
The brand driver, therefore, underpinned by the notion to Raise Expectations, serves as the central pivot to culture and approach. Service-driven and leading sector in environmental credentials, ecube are placed as the leader in customer-first, innovative and best-in-outcome focussed principles. It articulates ecube’s why, and connects with customers’ problems whilst throwing the gauntlet down to the competition. This driver forms a proud and bold narrative and articulates, empathetically, a real competitive advantage. Raise expectations shows there are people and purpose behind the logo.
Identity
The existing logo carries some meaning and emotional connection internally. For these reasons, we sought to evolve it, so its spirit lives on. Through simplifying its form we created a bolder, simpler identity, packed with an upward trajectory, this coupled with a custom wordmark. The new identity, paired with a fresher, more dynamic colour set, has a more solid form and is able to work more effectively at scale.
After 10 years of the branding at ecube being ‘just the logo’, it was time to give everything a revamp. We’d built up a fantastic reputation in the sector and LGT were briefed to showcase that within our branding, key messaging, and website. We are delighted with the outcome and our new brand driver certainly fits with what you can expect when working with LGT – raise expectations.
Approach
Raise Expectations
It’s a cannibalistic sector with many aviation websites blending into a sea of sameness so ecube’s opportunity to gain real standout online was clear. Utilising the new visual brand and a fresh library of commissioned photography, the website clearly positions ecube as the leading, accomplished market leader.
User Experience
