Bluechip Industrial Services

A Brand Built to Lead: Bluechip’s Identity, Strategy & Digital Edge

The Objective

To reimagine the Bluechip Industrial Services (BIS) brand following its separation from sister company Bluechip CNC Machining with a bold, differentiated identity and market position that reflected its innovative service offering and future ambitions.

The Solution

We knew from the outset that distinction would be key. With two entities sharing the “Bluechip” name, we started by analysing brand recognition, market perception, and competitor positioning in the Industrial Services sector.

‍

Following a full brand audit, we developed three distinctive brand options - each starting with a “B” to retain emotional and operational ties to “BIS.” These were tested against domain and social availability to ensure long-term use.

‍

While the client ultimately retained the original name due to industry recognition and legal convenience, the naming exercise sparked an entirely new venture using one of our recommended names - a satisfying sign that we’d hit the mark.

‍

With the name decided, we turned our focus to brand identity. The new Bluechip logo features two sharp, industrial-style arrows forming a bold “B” - representing both strength and forward momentum. These arrows became the base of a flexible graphic system that powers everything from website sliders to social tiles, making the brand instantly recognisable and energetic in a traditionally rigid market.

‍

We then rolled this identity across a modern, SEO-friendly website, digital marketing assets, and internal comms - bringing Bluechip’s new direction to life.

The Result

One of our proposed brand names went on to become the foundation of a completely new business. Meanwhile, Bluechip Industrial Services continues to grow, with its revitalised identity now applied across vehicles, uniforms, digital platforms and marketing. The refreshed brand has helped BIS confidently stake its claim as a progressive leader in its category and its recent acquisition of a coatings company proves that momentum is only building.

‍

"The process with Dovetail was energising. They challenged our thinking, helped sharpen our identity, and gave us a brand we’re proud to lead into the next phase of growth."