INS

Architects of Certainty

Summary

RTS plc made a strategic decision to de-merge its’ nuclear division, RTS Innovation, into a separate company - International Nuclear Solutions plc (INS). IAS was employed to develop the INS brand strategy, brand identity, and creative concepts to launch the new company.

Further Information

INS is one of the largest providers of specialist nuclear engineering and design services in the UK. It specialises in the delivery of engineering solutions throughout the nuclear fuel cycle for waste management and clean-up (de-commissioning). INS’ key targets were British Nuclear Group (BNFL), The Nuclear Decommissioning Agency and main contractors such as AMEC who were entering the lucrative nuclear market and creating a new competitive environment for INS to operate within. Based on the developed brand strategy, IAS needed to create a refreshing and engaging creative concept that cut through the traditional ‘nuts and bolts engineering’ positioning. INS (as RTS Innovation) had an enviable track-record in the nuclear industry for over 25 years and were at the heart of the industry. They had a strong reputation for delivering solutions on complex projects through its industry knowledge and technological know-how. This supported their brand vision to be positioned as a leader in integrated nuclear engineering solutions.

Campaign Objectives

Overall, the campaign had to successfully launch, both internally and externally, the new INS brand. It had demonstrate their brand values of approachable, responsive, flexible, committed, trustworthy and dynamic and it was important that the valuable heritage they had as RTS Innovation was not lost. The ‘Architects of Certainty’ campaign set out to position INS not as engineers, but as ‘architects’ of nuclear solutions. It cast INS in the role of innovative problem solvers of complex nuclear decommissioning projects where ‘certainty’ from conception to completion, was a paramount requirement. The biggest nuclear generator in the universe, the Sun, was used as an iconic image. IAS also utilised a series of classic quotes from scientists, poets, explorers and even a cartoon character! When put into action, they dynamically illustrated the INS’ heritage, offering and values.

Target audience

• INS Employees
• Shareholders and the City
• British Nuclear Group (Formerly BNFL)
• Nuclear Decommissioning Agency
• Main Contractors (Senior Business Managers, Heads of Engineering, Project Managers, Engineers)

Media Channels used

• Advertising
• PR
• Interactive
• Direct marketing
• Financial Reports
• Point of Work

Results

The switch from RTS to INS created no customer issues, with a seamless transfer of all existing contracts and relationships. Furthermore, the employees embraced the new brand and creativity with a huge take up of new screen savers, coasters and posters. Perhaps most significant of all is that, since its launch, INS has become an acquisition target of Mitsubishi Babcock, one of the major contractors seeking to gain access to the UK Nuclear market.

Client testimonial

“The creative work that IAS developed for INS has had a major impact both internally and externally for INS. It delivered perfectly our brand proposition and had a significant affect on our market’s perception of the newly formed company in the ever-changing competitive landscape in which we operate. I think the IAS team have done a great job to get us to this position…my expectations are now set very high!”

Tony Moore CEO INS plc

“Thanks for sending me a copy of your new brochure. I find it a breath of fresh air that was a pleasure to read, very clever. It does reflect to me the impression I formed of your company a few years back. I assume you’ve moved on even further since then.”

Senior Manager, Board Level - British Nuclear Group