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AMF Marketing Club throws the spotlight on brand building


4th March 2020

Representatives from across the North East’s manufacturing sector gained a unique insight into developing and launching a brand at the Advance Manufacturing Forum (AMF) Marketing Club, which we hosted last week.

As the AMF’s Marketing Partner, Horizon Works delivered the event at our HQ in Cramlington, Northumberland on February 27.

And guests went away with plenty of food for thought – and a range of practical tips – thanks to presentations by Craig Brown, Business Development Director of award-winning complex sheet metal fabricator Universal Wolf and Richard Holmes, Account Director at Horizon Works.

Craig’s presentation, entitled Taking A Risk, drew on Universal Wolf’s experience of creating and rolling out a new brand – and he explained how it has driven further success for the company.

Craig took delegates on a journey which encompassed how and why Universal Wolf was given its name, the development of the company’s distinctive logo and visual style, how staff enthusiastically embraced the new brand, how it tied-in to Universal Wolf’s vision, mission and values, and the final brand implementation.

Craig Brown's Presentation for the AMF Marketing Club

Craig Brown, Business Development Director at Universal Wolf presents at the AMF Marketing Club

The audience were also given a taste of the impact of Universal Wolf’s brand on sales, productivity and profile.

Richard, meanwhile, took an in-depth look at brand in his presentation, Building A Strong Brand In The Manufacturing Industry.

He looked at what makes a brand and showed how brands can evolve as organisations change their priorities, objectives and products.

Richard also analysed our recent brand work with Industrial & Marine Hydraulics, Crabtree and Ameriwater, and took delegates through the importance of consistency in brand implementation, building a brand that resonates with target customers and why tone of voice, culture and behaviour are as much a part of brand as logos and motifs.

Samantha Vassallo, Managing Director of Horizon Works and AMF board member, said: “We were delighted that so many people attended this edition of the AMF Marketing Club at our HQ.

“Developing and implementing a brand – from how it integrates with your business objectives to getting buy-in from staff – can be a daunting process for many companies, and we’re very pleased to be able to share ideas and best practice through events like this to support AMF members.

“Special thanks go to Craig and the team at Universal Wolf for a fascinating presentation: speaking to AMF members afterwards, it was clear how much it had inspired them… and fired them up to strengthen their own brands, or embark on new brand journeys!”

Closing questions at the AMF Marketing Club

(L-R) Rachel Boon, Richard Holmes, Craig Brown and Sam Davidson end the presentation with closing questions

Craig Brown, Business Development Director at Universal Wolf, commented: “It’s great to be able to share the Universal Wolf story, and I’m pleased to hear that I was able to provide some inspiration for others to progress on their brand journey. Thanks to Horizon Works for inviting us to speak at the event!”

Part of Tharsus Group, Universal Wolf works with brand-leading companies across a variety of sectors, from automated transport and energy storage to security and defence. It prides itself on its ‘Passion for Better’ and its skilled engineers, fabricators and welders are experts in Design for Manufacture; working in partnership with their customers to ensure products are made to the very highest quality, in the most efficient way.

Gain a better understanding of building a brand for your business – check out Richard’s follow up blog: Brand Development – The Basics.
For more information on hosting you next event in our exclusive event space download our brochure today.
To find out about upcoming AMF events visit their website at

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