I know its easy to poke holes in other people’s work, but I saw this ute today and had to share the tagline.
“Empowering transitions”.
What does that mean?
Did they just have a dartboard with buzzwords and that’s what the first 2 darts generated? Or maybe this wasn’t even the first attempt!
This would have to be one of the vaguest pieces of word salad I’ve seen in ages.
Would you walk past this ute, see this and go ”I know someone who needs that!”
If you’re thinking about a tagline or some explainer text to go under your logo, clarity wins. If people see it and are confused, whats the point?
So what does Equans do? the back section of the ute is much more useful:
But, even now you know that, the tagline is still bizarre.
You can be clever. You can be trendy. And if that’s your goal, go for it.
But if you’re trying to position your business in a meaningful way, don’t take this approach.