A complete rebrand leading to a successful acquisition

Proactive was engaged to develop Takumi’s digital brand and online presence to position the company as a global OEM partner to the medical device and aerospace industries.

Brand Refresh

The Takumi logo was refreshed and modernised while retaining the distinctive symbol. A strong secondary colour palette was introduced using

  • Purple to convey authority – Takumi are experts in their field
  • Orange to reflect the warm personality of the company
  • Blue, which is synonymous with the MedTech industry

Customer Value Proposition, Messaging & Website

Proactive conducted a series of qualitative surveys with key clients and identified the USPs that customers value most about Takumi. This informed the messaging for the website. The process also generated a suite of testimonials, which added authenticity to the website and digital content.

Strategic Workshops with the Takumi management team resulted in the introduction of a new tagline – Excellence is our ethos – and a new set of core values.

The Takumi Story

Takumi means craftsman in Japanese, and is a link to the founder Gerry Reynolds’ early career in Japan, where he learned the importance of quality process systems. It was vital that this story was told to provide cultural context to the company name and make it more memorable.

Employer branding and recruitment

Takumi has always valued mentorship, offers an excellent apprenticeship programme and has strong links with local universities. Key employer messaging was developed to focus on the fact that ‘Takumi values people’. This concept was central to a digital recruitment campaign to attract talent in line with the company growth plans.

Digital Strategy & Video

The brand was rolled out across digital platforms, and a comprehensive SEO campaign turned the website into a key resource for lead generation and recruitment.

Business Development Tools

Proactive worked with Takumi to develop an intuitive presentation that enabled the management team to change the flow of the pitch according to each individual potential customer.


The Takumi plant is ideally situated along a very busy national route. Proactive designed a simple and effective signage solution to maximise visibility and highlight the expanse of the building. Internal signage and the introduction of the new brand colour palette transformed the office and meeting spaces.

Proactive also developed the concept and designed the Takumi corporate booth at Thomond Park stadium.

Supporting Communities

Proactive worked with Takumi to develop an intuitive presentation that enabled the management team to change the flow of the pitch according to each individual potential customer.

‘I just wanted to say that while today’s announcement is great news for Takumi I want to acknowledge the part that Proactive have played in this. The sale wasn’t something Gerry went looking for, they came to us. When myself, Gerry and Donal initially met with Acrotec last October I was very proud of how we were able to present the company thanks to the work you all had carried out. We didn’t look like just any old machine shop and the rebrand that you all guided us through made that difference across presentations, website, signage and down to the fact that we even have a boardroom! As Takumi enter the next phase of our growth it is very reassuring to me to have the Proactive team guiding me through.’

Fiona Murphy | Marketing Manager

Takumi Engineering

Shannon Airport, Limerick, Ireland

Creating a Global Brand

Proactive conducted strategic workshops with the management team, surveyed staff and interviewed key customers to identify the key differentiators and value propositions behind Takumi’s success. The Takumi story was communicated using creative messaging and strong visuals across web, digital, exhibition display and design and video.

Outcome A Okay

The Outcome

Following the rebrand, Takumi was approached by and subsequently joined the Swiss-owned and globally renowned Acrotec group. Acrotec saw the potential synergies between their own organisation and Takumi thanks to the effective messaging on Takumi’s website: craftsmanship, excellence, precision and the shared values for people and education. An initial conversation resulted in a very positive business partnership.

Outcome A Okay

Proactive Project Team

  • Strategy, messaging and creative copy – Angela Geraghty
  • Branding, concept development and website design – Marguerite Lynch
  • Signage and exhibition display – James Kelly
  • Corporate video and PowerPoint presentation design – Ray O’Connor
  • Digital strategy and implementation – Orla McShane
  • Website Development – Melissa Mannion