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Sinclair Knight Merz

Engineering SKM’s Future


SKM is a leading engineering, project delivery and solutions organisation with a truly global footprint. The business has been operating since 1962, has over 6,500 employees and prides itself on being wholly employee owned. Lloyd Grey has been working with SKM since 2009.

The organisation has projects across Australasia, Europe, Africa, Asia and the Americas and their continued expansion sees them entering several emerging markets. The organisation had existing brand marks, brand identity guidelines and corporate colours, but had never holistically communicated the brand story to new and existing customers.

Lloyd Grey worked with the team to uncover the real SKM and create ways of sharing that with current and potential clients, employees, partners and M & A targets. This story needed to communicate their strength, capabilities, ethos and experience and additionally key to success in these emerging markets was the communication of their end to end service delivery capabilities.


Lloyd Grey tapped into the existing strategic direction of SKM and then added to that knowledge through the LGD market and product discovery process undertook on SKM. Visual and language concepts were developed around the identified corporate vision – One SKM – and the resulting look and feel clearly articulated the SKM brand promise.


SKM have been delighted with the outcome. The collateral pieces already in the international marketplace are achieving their goals and the identified brand positioning will be rolled out across other SKM touchpoints throughout 2012.

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The visual and positioning projects Lloyd Grey Design has worked on for us have really delivered! Our senior management have found the solutions a brilliant positioning tool for business development and our HR function have found the profiling works really effectively for both recruitment and helping our people to live the SKM brand. We also employ the collateral tools well when working to create and secure business partnerships and our strategic M&A goals are well supported by the work that Lloyd Grey have done.

Marketing and Communications, Sinclair Knight Merz