Throughout its over 160 years in business, The Barnes Group has evolved from a small parts business to a large-scale engineering company, solving some of the biggest challenges in aerospace and industrial manufacturing. While the company has changed its image over the years, the Barnes brand had not caught up to what the company had become and where it was heading. There was an opportunity for Barnes to rally its global workforce behind a new authentic identity and story that more accurately reflected what they do as any organization.

Our deep dive into the business helped us identify key insights that define what’s core to Barnes, what their customers care about most, what drives employee engagement, influences shareholder perceptions, and what would create a differentiated brand that stands out in its global markets. The people at Barnes clearly stood out, as did the emphasis the company places on the collective, with every employee challenging convention and seeking new and better ways of doing things. With the new brand tagline – Persistent Ingenuity – the company was able to articulate a unique promise of its value, its people, and its impact. Threading that promise throughout all brand communications ensures that while the businesses and markets Barnes competes in may evolve, its unique culture and way of working, thinking and innovating will continue to set it apart.