Carten Controls

Project overview

Carten Controls is a global leader in the design, manufacture and supply of high-performance valves and flow solutions for ultra-high purity systems in industries where cleanliness, containment and delivery are critical for process efficiency and reliability. Their EMEA headquarters is in Waterford from where they serve their international client base.

They initially approached us for help with their website, but as often happens, the conversation broadened to their overall branding and marketing. They had been growing at such a rapid pace in recent years that their branding and marketing had lost their consistency and creativity, so they needed to be refreshed and reapplied across all channels.

In truth, this project took a long time to complete, due partly to Covid, but also to the fact that they were so busy serving their clients that they sometimes had to put their own stuff on hold. It’s something we’re very mindful of when working with clients. As much as we want to get the job done, our clients have many different things on their to-do list, and we won’t always be on it.

From a visual perspective, they weren’t that unhappy with their old logo. Yes, the font was a bit dated and needed a refresh, but they didn’t want a new graphic or anything radical. They liked the simplicity of their name, and they liked their general colour scheme. They just wanted something more contemporary and professional. So that’s what we did.

We also pulled together a comprehensive brand style guide for all their employees and suppliers to follow. This was really important, because up until then, they found it difficult to manage and police their brand assets, an issue common to many rapidly growing companies with different staff in different locations. The brand style guide set guidelines for correct logo usage and provided templates for all their marketing collateral.

A key component of any branding project is the brand story. After brainstorming with their leadership team, we got a really good sense of what they do and where they excel. We came up the following tagline and brand story, which they loved, and which then formed the basis for the content on their new website and across all their marketing collateral:

New tagline: We go beyond


New brand story:

We listen, we respond, we collaborate, we create. We never settle for less. We always strive for the best. When faced with a problem, we are relentless in our pursuit of a solution. That’s because we love a challenge. We love fixing things. We are always thinking of better ways of doing things. We are always learning. we are always ‘on’. When working on projects, we try harder, we aim higher, we go further. Because at Carten, We Go Beyond.

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