The evolution of a brand: bringing out the heart of CAE

When I took on the role of Head of Marketing at CAE just six months ago, I had a clear focus in mind. My mission? Following five years of significant growth and change within the company, I was determined to shine a light on who we are as a business now, baking our new identity and values into every asset, interaction and touchpoint.?

As we launch our new website at the beginning of our 2023 financial year, it’s fair to say that goal has been achieved, at least in part. It feels like a good time to take a step back and take a look at the changes we’ve made, both internally to the company culture, and externally, to the messaging and branding that reflects our core values.?

Resonating with our people, our customers and our partners?

At its heart, CAE has always been about the people. But that may not have always been clear from the outside. Cluttered, disjointed and lacking a unified theme, the messaging on our old website was confusing, and our brand story (such as it was) didn’t reflect our reality. With too much emphasis on speeds and feeds, and not enough on the outcomes, our unique approach or relationships that make it work, there was a real need to humanise our B2B brand: less of the “business to business” and more of the “people to people”. ?

To cut through that clutter, it was vital to reflect our company as it really is – with the focus firmly on our people, places, passion and personality. So my task was to bring our purpose, culture and values to life and tell our story, in a way that would resonate and connect with everyone interacting with our brand.?

Our company culture: making a difference through shared expertise?

So what exactly does it mean to work at CAE? And what does it mean to partner with us to achieve your business outcomes? Understanding this was the key to creating a coherent brand story that would connect us with our customers.?

Our company today is very different from the business it was back in 2017. There have been many big changes; our teams have grown exponentially; and we’ve focused in a big way on our culture, values, behaviours and relationships. It’s all about loving your job, working together, and doing it different.?

That focus is paying off, in both the working environment we enjoy and the strong relationships we build with our customers. Running right through the heart of our business, every member of the team knows that they can make a difference and have a positive impact. By inspiring and developing people, we work hard to create a culture of intimacy and shared expertise.?

Culture comes first with CAE, and our focus is on our people. So, quite simply, that’s what our messaging needed to convey.?

?Amazing people, delivering Technology on Point?

People need amazing technology, it’s true. But more importantly, technology needs amazing people. So every aspect of our brand story is now focused on connecting with people, being authentic, and shifting the focus from the functional to the emotional. Our purpose is to transform people’s experiences, and people’s lives, through technology. ?

We’re here to make life more straightforward, productive, fulfilling and enjoyable by providing the robust, intuitive IT services people need every day. We get to know our customers, their business and IT landscape, and work with them to create solutions that can transform the way they work. With the unique knowledge, passion and empathy that every member of the team contributes, we’re here to help you turn a bad day into a good day.?

In short, we deliver Technology on Point.?

And all the ways that we communicate - from our imagery and graphic identity to our tone of voice - are geared up to get that across. In just a few deft words or a single well-chosen image, our identity and brand story are there, baked in, reflecting our true passion. ?

To sum it all up? More good days.?

Who we are = what we do?

So what can you expect from the people here at CAE - and what will our new website promise? Well, as you’ll see at thisiscae.com, our brand refresh represents the relationship between our strapline, our purpose and our why. ?

With the language we use, our visual identity and iconography, we have created a synonymous link between who we are and what we do. It’s all about Technology on Point.?

As trusted advisors delivering technology with a human touch, we are excited that our new website creates a new space for us to share our innovation and development, powered by CAE Labs. ?

And while this new website represents a turning point for CAE, it’s not the last you’ll hear of us, by any means. We have some exciting product launches planned for later this year - watch this space to find out more.?

I couldn't end without calling out and recognising two absolute heroes...., without them, the project would not have got to where it is, and we wouldn't have achieved our launch date today - Rebecca Hyde and Matt Cooley from Wagada, you are legends and I am eternally grateful for your patience, support (and therapy!) and endless enthusiasm to realise this vision, and bring the dream alive. Thank you :)