Cometh the hour, cometh the day – Holding Power with Ellis Patents®

Ellis Patents were established in 1962 and today are a global leader in the design & manufacture of safety-critical electrical cable cleats for a wide range of sectors such as power generation, renewables, data centres, power transmission and distribution, transportation etc.

Our brief was to transform this traditional but highly innovative, North Yorkshire business into a global leader by educating the market, elevating the importance of cable cleats to ensure their products were not relegated or allocated in tenders within the ‘electrical accessories’ budget. We also needed to differentiate from low quality, sub-standard competitor products that simply did not meet the stringent specifications required to protect people and plant.

A new brand identity reflecting the strength in manufacturing led the way to a full brand roll out across all elements – including signage, uniforms, livery, product labelling, box containers, website, e-learning platform, brochures and exhibitions.

The strapline Holding Power was established from the thought of a Greek God holding a trefoil 3-phase cable and containing the power of a short circuit. This led to a series of illustrations to illuminate their brand at trade shows. We created a series of mythical characters for each range of cleat.

It all held together; we clamped down on competitor performance claims and elevated Ellis into the global authority on cable cleats.

Special thanks to Richard Shaw for helping us make such an impact.

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