SEM: 'Together Better'


  • New logo – 1

  • New strapline – 1

  • Understanding of new behaviours and values – ongoing and positive!

Turning the cogs for engineering change management programme

SEM, a world-leader in precision engineering, was introducing a programme for change with a newly stated set of company behaviours and values. It was also celebrating its 100th year with a move to a prestigious science park and needed to engage employees before, during and after this significant change.

The View was asked to provide strategic consultancy and develop branding for internal communications and training purposes to communicate the new values. We crafted a strategy for the branding, devised creative routes, recommended name options and developed its new Together Better branding that took cues from SEM’s ‘engineering nut’ logo and conveyed the new internal direction.

This was then introduced to all staff through messaging workshops, fun, interactive games and educational collateral.



To ensure SEM’s new branding and desired behaviours were believable amongst staff, we used clear, uncomplicated language and imagery.  

Believability™ also states ‘vivid and specific’ examples should be used.  Instances of aims and objectives relevant to SEM’s industry were woven into the internal employee activity. And they were fun; inducing positive feelings in the recipient is important. Crucially, the final logo and accompanying messaging were an excellent corporate fit; job done!