In 2024, Ares Private Equity Group launched AIR, initially acquiring four industrial automation firms across the US, Ireland and the UK.
MAVERICK'S APPOINTMENT
Having successfully worked for several years with one of the acquired companies, Modular Automation, Maverick was appointed AIR’s lead international brand and marketing partner.
A FRESH, PROGRESSIVE BRAND AND MARKET POSITION
Maverick's challenge was to swiftly clarify, articulate, and establish a brand and market position robust enough to unite the four teams, lay the foundation for full integration, and gain traction in the market.
A DYNAMIC, ALL-IN PARTNER
AIR championed the ethos of partner, not vendor. They went 'all-in' on innovation, commitment, collaboration, transparency and sought like-minded customers. A committed, dynamic, long-term partner, rather than a 'job shop'.
FOUR MONTHS FROM INCEPTION TO LAUNCH AT MD&M WEST 2025
Maverick developed the language, messaging, visual identity, launch website, and exhibition presence in time for the launch at MD&M West 2025.
TRACTION AND GROWTH
AIR’s bold purpose and positioning resonated throughout all four companies, enabling smoother team integration and a high-impact market debut. The ‘partner-not-vendor’ stance gained momentum as AIR continued to acquire and expand, and the company is now recognised as one of the world’s fastest-growing industrial automation solutions companies.
KEY INSIGHT
A clear brand purpose supports and accelerates the integration of multiple brands and teams.
DELIVERABLES
- Brand positioning and fundamentals
- Brand identity, styling, and lead messaging
- A complete bank of supporting copy
- Initial image and video bank
- Initial go-to-market, launch website
- Sales language and master sales deck
- Company-wide position and brand onboarding
- Trade show stand and experience for MD&M West
- Managed launch and brand roll-out
