The Challenge
M2S Systems specialises in the design and delivery of rapidly-deployable soft shelters for government and military customers. With 20+ years of proven experience in Europe, M2S saw an opportunity to use strategic marketing to develop its positioning for the Australian market – particularly given the increasing number of major incidents, environmental disasters, emergencies and tactical response scenarios. The key challenge for M2S was to disrupt the established, often siloed, approaches to the design and execution of re-deployable infrastructure in Australia. The ultimate goal was to change the way government, military and NGO agencies implemented the systems they required.
The Strategy
Drawing upon extensive real-world experience across multiple sectors, M2S brings significant insights into the needs and functionality required in field operations. Critically, it also has a proven track record of design, testing, manufacturing and delivery success with the UK NHS and MOD, as well as the Australian Defence Force itself. Leveraging this unrivalled global expertise, the strategy was to position M2S as Australia’s go-to authority in soft-shelter consultation, design and development – supported by a network of industry leaders in manufacturing and after-sales maintenance. To do it, we approached the strategic marketing first by developing a brand positioning that talked directly to MS2’s deep knowledge and experience, but also the benefit of swift and effective deployment into multiple scenarios. That positioning? First in the Field.
The Creative
Armed with a new positioning, we set to work on developing a visual identity for M2S that could be used seamlessly across multiple touch points, using recognisable visual cues to talk to the audience types. We then executed the new identity everywhere from the M2S website to collateral, sales tools, content creation and an exhibition stand for the all-important AFAC 2024 Conference. Given the multiple audiences, we needed to ensure the design talked to the key pillars of the M2S business: Innovative Design, Technological System Integration and Customisable Capabilities.
The Results
Maximising a limited budget, we found ways to streamline the creative process and enhance content creation using first-hand knowledge and IP from the client. We then used AI to assist in execution of content for the new M2S website, as well as visual storytelling for the exhibition space at AFAC 2024. Since the launch in mid-2024, M2S has already opened several major new tender opportunities, made possible by being able to quickly and effectively present its value proposition and demonstrate its key points of difference to multiple audiences.
