Max Tarr is a household name for all things electrical. But they also have an Infrastructure division focused on highly technical mechanical engineering, think water supply and treatment plants. The problem? The market kept mixing them up. They needed a new name and personality: individual enough to stand alone, familiar enough to stay in the family.
Max Tarr Infrastructure Engineers
Tarros
Industry
Mechanical and Industrial Engineering
Services
Name Generation, Branding, Design, Communications, UX and UI Design, Photography
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What do you do when your organisation is so successful that one of your highly technical engineering divisions is constantly mistaken for the household name that started it all? You give it a new identity.
Let’s deep dive into the details.
The Ask
The Task
What's in a name? Confusion. That was the biggest issue, so we set about creating a new one. A ton of research, plenty of contenders and more than a few "that one's already taken" moments later, we settled. We started with Poseidon for the water connection. He had a son called Taras, and from there the name took shape. A small spelling shift in a nod to Max Tarr, and Tarros was born.
For the new look, blue reflects the water at the heart of their engineering work, while the shapes are drawn from their technical drawings. Look closely and you might even spot a T hiding in the negative space.
The End Game
The real measure of any rebrand is how quickly it stops feeling like a rebrand. Within weeks, the new name and identity had taken on a life of its own. The building was emblazoned with new signage, vehicles were sign written, and stationery and digital assets were all updated and in use.
Tarros was announced at a lunchbox meeting and the team loved it. By the time we gathered for the first round of photography for the new website and tender documents, something had shifted. There was a genuine sense of pride in the room. This was no longer Max Tarr Infrastructure. This was Tarros.
The Results
The problem no longer exists. The industry has accepted the new name like an old friend, and the confusion that once clouded the market is gone. A name born from mythology and shaped by legacy has found its place. We continue to work alongside the Tarros team, helping them elevate their brand and communicate with confidence in their marketplace.
Let’s help you define who you are, so your customers don’t have to.
