After three years of trying to optimise our business with junior marketing managers, I finally took advice and shifted to a more strategic approach. The team at Creative Spark delivered exactly what they promised, and the results are speaking for themselves, even in this tough economic climate.
Unifying five brands into one manufacturing force
How Creative Spark positioned GHG Group for growth
GHG Group had ambitious plans for growth. But as a holding company with no external identity, its potential was hidden behind a fragmented brand ecosystem. Each sub-brand — Benchmaster, AUT, JAS and MTM — operated independently, with no shared voice or strategy. Creative Spark worked with GHG Group’s internal team to change that. We created a group-wide identity, refreshed key sub-brands, and launched a full digital ecosystem to support long-term commercial growth.
- Strategy
- Brand Architecture
- Brand Identity
What we did
Creative Spark worked with GHG Group’s internal team to change that. We defined their brand architecture, created a group-wide identity, refreshed key sub-brands, and launched a full digital ecosystem to support long-term commercial growth.
Business and brand strategy
We created a scalable brand architecture that brought clarity to the group structure while preserving the strength of each sub-brand. We developed the GHG Group brand strategy, including their values, proposition and messaging, creating alignment within internal teams and empowering them to speak confidently to a wider audience. GHG Group got a distinct visual identity of its own, and Benchmaster, AUT and MTM were given a strategic visual refresh.
Marketing and digital
We delivered individual marketing strategies for Benchmaster, AUT and MTM, shaped by sector insight and customer needs. Each brand now has its own high-performing WordPress site, underpinned by a shared UX and SEO strategy. We also worked closely with the in-house team to launch an integrated campaign spanning paid search, SEO, email and social.
The challenge
- GHG Group had no visible identity in the market
- Its brands operated in silos, with inconsistent messaging
- The leadership team needed a scalable model for growth and clarity
Our approach
We ran collaborative workshops to explore brand architecture options and validate the right model. Competitor analysis and stakeholder research helped us define a hybrid approach — one that maintains individual brand strength while reinforcing them under the GHG Group name.
We identified key audiences across procurement, engineering and operations to shape targeted messaging and digital journeys.
This gave us the foundation to develop a clear structure, consistent positioning, and room for future acquisitions and evolution.
The outcome
- A unified brand architecture with clarity across the group
- New group identity and refreshed sub-brands
- Five bespoke websites with consistent UX and SEO foundations
- Sector-specific marketing strategies for Benchmaster, AUT and MTM
- A campaign-ready content and digital platform for long-term success
Results
Brand visibility
- GHG Group LinkedIn: from 0 to 1,900 followers in 10 months
- Benchmaster LinkedIn: 258% increase in followers
- +5,000 new contacts added to email database in 3 months
Email performance
- Direct emails: 42.1% open rate, 12.9% click rate
- Branded emails: 34.9% open rate, 8.4% click rate
Website traffic (YoY)
- Benchmaster: +26%
- AUT: +80%
- MTM: +1,692%
- GHG Group: +149%
All stats as of January 2025
From structure to scale
GHG Group now has a compelling brand presence and the structure to grow. From strategy and identity to web and campaign delivery, we’ve created a platform to bring their brands together — and take them forward.
Each site was built using a consistent WordPress framework, creating efficiencies across design, development and ongoing management — futureproofing the group for scale.
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