Accuris
CREATING AN ENTERPRISE BRAND POST-CARVE OUT
The Client Context
In 2021, S&P Global’s Engineering Solutions business was acquired by KKR, marking a significant shift in the company’s identity and market positioning. As part of this transition, the business needed to rebrand itself, moving away from its legacy under the S&P Global name. The challenge was to create a new brand that not only retained the trust and recognition of its existing customers but also positioned the business for future growth in the evolving landscape for data-intensive engineering workflow solutions. Thus, Accuris was born—a brand designed to represent a new chapter for the business while maintaining the integrity and innovation that had defined its history.
Summary
Emotif partnered with Accuris to navigate the complex rebranding process, replacing both the well-established S&P Global and legacy IHS Markit brand names with a new identity that would resonate with both existing and new customers. We developed the Accuris name, crafted a strategic brand positioning, created a distinctive brand identity, and implemented a comprehensive go-to-market strategy. The result was a successful brand launch that established Accuris as a reliable and forward-thinking provider of engineering intelligence solutions.
Why We Were Successful
Our success with Accuris was driven by a deep understanding of the challenges inherent in transitioning from a legacy brand to a new identity. The brand strategy emphasized continuity with the past while spotlighting exciting new developments in engineering workflow software. These innovations were designed to increase reliability, save time, reduce waste, and streamline the digital thread across the design engineering workflow. The careful selection of the Accuris name, coupled with a strong brand identity and strategic positioning, ensured a smooth transition and a successful brand launch.
What We Did:
Research & Insight
Brand Strategy & Positioning
Brand Identity & Visual System
Multimedia Assets
Web Design & Development
Brand Book
CRM
Digital Marketing
Industries:
Technology, Corporate
Solutions Provided:
Strategy Development
Market Research and Customer Segmentation
Emotif conducted thorough research to understand the needs and concerns of Accuris’s diverse customer base. This included identifying key segments within engineering and technical fields that would be most impacted by the rebrand. Our insights informed the development of a messaging strategy that addressed customer concerns about the transition while also showcasing the enhanced capabilities of the new brand.
Competitive Analysis and Brand Positioning
In a market crowded with data solutions providers, it was crucial to differentiate Accuris from its competitors. We conducted a detailed competitive analysis to identify gaps and opportunities, which informed the brand’s positioning. The positioning emphasized Accuris as a trusted partner for mission-critical engineering projects valued in the billions of dollars. Major organizations such as Boeing, NASA, Airbus, and other global engineering leaders needed to rely on Accuris’s data and software solutions, highlighting the importance of reliability, precision, and integrity in every aspect of the brand’s offerings.
Business Strategy and Brand Architecture
We collaborated with the Accuris team to develop a brand architecture that maintained the strengths of the legacy brand while introducing elements that reflected the new ownership and strategic direction. This involved creating a brand narrative that connected the business’s past achievements with its future ambitions, ensuring consistency across all brand communications.
Identity Design
Development and Selection of the Accuris Name
Emotif was responsible for creating the Accuris name, a critical component of the rebranding effort. We developed several hundred initial naming concepts, carefully considering linguistic, cultural, and market implications. Through a collaborative process with the client, we narrowed the options down to a final selection that not only resonated with the company’s values but also met global trademarking requirements. The name “Accuris” was chosen for its ability to convey accuracy, reliability, and forward-thinking—a perfect fit for the new brand’s mission.
Brand Identity and Visual System
Emotif developed a visual identity for Accuris that was modern yet grounded in the brand’s history of excellence in engineering solutions. The logo, color scheme, and typography were designed to convey both stability and innovation, reflecting Accuris’s commitment to evolving with the needs of its customers. The visual system was applied across all brand touchpoints, ensuring a cohesive and professional brand presence.
Go-to-Market
Launch Campaign and Website Development
To introduce the Accuris brand to the market, we created a launch campaign that clearly communicated the reasons for the rebrand and the benefits it brought to customers. The new website was a central element of this campaign, designed to provide a seamless user experience that highlighted Accuris’s capabilities and the value it offers to engineering teams. The website featured content tailored to different customer segments, making it easy for visitors to find the information most relevant to them.
Marketing Collateral and Media Production
As part of the brand launch, Emotif rebranded legacy assets from the previous S&P Global and IHS Markit brands, re-imagining them for a new era of the company. These included brochures, white papers, and other essential marketing materials. The updated assets were designed to articulate the complex benefits of Accuris’s solutions in a straightforward and compelling way, ensuring continuity while introducing the refreshed brand identity.
Results Achieved
The launch of the Accuris brand was a pivotal moment in the company’s history, successfully replacing the S&P Global Engineering Services and legacy IHS Markit brands while retaining customer trust and engagement.
The new brand identity was well-received, with positive feedback from both legacy customers and new prospects. The website and marketing materials effectively communicated the brand’s value, leading to increased traffic and customer inquiries. Most importantly, the strategic approach to the rebrand ensured that Accuris entered the market not just as a continuation of its predecessor but as a forward-looking leader in engineering intelligence.
This version clearly communicates the importance of positioning Accuris as a brand that can be trusted for mission-critical engineering projects, emphasizing the key qualities that were central to the brand’s success.
