Client
Company: ARKANCE
Company Type: Digital transformation consulting, training, services, and solutions provider
Sector: AECO, MFG
Location: Europe
The Project
- Brand narrative and messaging framework development for European market
- Positioning and competitive messaging audit
- Multi-channel content development via strategic communications pieces
- Brand awareness and lead gen advertising campaigns
Create a Brand Narrative & Drive Strategic Messaging Across Europe
Ready to create a consistent, authentic brand voice to streamline multi-language and mulit-cultural messaging throughout Europe?
ARKANCE is a global leader in digital transformation solutions for the AECO and manufacturing sectors. Deliberate and strategic expansion across Europe brought incredible talent to ARKANCE, along with a complex challenge: unifying teams from distinct acquired companies under one strategic voice and message.
ARKANCE needed to shift market perception from a software reseller to an end-to-end digital transformation partner. To achieve this across 10+ countries, MarComms leadership partnered with Zinkup to spearhead a unified brand narrative that earned buy-in from local European teams and global adoption.
Unlocking this potential required Zinkup’s multicultural team of native language copywriters, brand strategists, graphic designers, and digital marketing specialists, who translated regional nuances into cohesive and impactful branded messaging.
Project Highlights: Bridging Global Strategy and Local Execution
- EMEA-Wide Alignment with Regional Nuance: Analyzed local market needs across distinct regions to establish a core brand narrative with universally resonant messaging.
- Streamlined MarComms Workflows: Helped standardize processes, templates and frameworks to simplify campaign rollout for European marketing teams.
- High-Impact Asset Creation: Developed flexible, human-centric copywriting and visual assets designed to translate smoothly across European languages, maintaining an authentic local voice and brand consistency.
- Seamless Team Integration: Acted as an embedded communications partner, bridging corporate brand goals with local team execution to foster a unified, cross-border marketing alliance.
Phase 1: EMEA Brand Narrative and Messaging Framework Audit
To strengthen ARKANCE EMEA brand awareness and positioning as a full-service digital transformation partner, a subsidiary of the family-owned Monnoyeur Group, Zinkup worked side by side with leadership and regional MarComms to conduct a comprehensive brand audit and develop a messaging framework based on the company’s customer value proposition.
This phase established a strong, evidence-based foundation and a cohesive strategic direction while adapting to local market dynamics across European territories. The process combined thorough research with direct input from company leadership and key stakeholders including customers.
Based on the research and evaluation, Zinkup developed and delivered a full set of communication assets and brand messaging deliverables:
- Competitive Analysis Report
- Messaging Framework
- Brand Story
- Internal Communications Kit
Phase 2: Content Development & Workflow
With the brand foundation in place, Zinkup moved into the content development and multi-channel campaign execution phase launched across 10+ European territories including Belgium, Czech Republic, Finland, France, Hungary, Netherlands, Poland, Portugal, Spain, and the United Kingdom.
Brand Awareness Campaign with Global Adoption
To communicate the value proposition, a multi-touchpoint campaign was created around ARKANCE’s new campaign tagline: “Transformation takes a team. We’re your people.” This campaign positioned the company as an approachable, reliable digital transformation partner.
The website header graphics and messaging were updated, paid and organic ad campaigns were launched, and visual assets alongside messaging were unified across emails and social media channels, among other touchpoints. The multi-channel execution strengthened awareness of ARKANCE’s new positioning, which focuses on a people-centric approach as a trusted, end-to-end digital transformation partner.
Strategic Communication Pieces & Multi-Channel Distribution
Rather than isolated assets, Zinkup engineered scalable, high-engagement content built for multi-channel distribution and regional localization.
- Guide: “Your Roadmap to Transformation”: Produced a comprehensive, thought leadership piece designed to educate, build trust and resonate with key audiences. Zinkup managed the project end-to-end, from topic proposal and content creation to visual design, lead-capture landing pages, SEO/GEO-optimized blog posts, and Google and LinkedIn ad campaigns.
- “Transformation at Work” ARKANCE Customer Impact Series: An ongoing, real-world customer story series showcasing client expertise and practical digital transformation achievements, with SEO/GEO-optimized content, translated across digital touchpoints to build regional authority and human connection.
- Localized Translation Workflow: Helped standardize a localization protocol to enable content and design assets to be adapted and deployed across diverse regional markets while maintaining a consistent brand voice across paid, earned, and owned channels.
Results & Global Impact
Through a collaborative communications partnership, Zinkup provided ARKANCE with a unified brand story and an impactful content strategy for EMEA.
EMEA-Wide Update & Alignment: Unified legacy brands across 10+ territories under one core narrative while equipping regional MarComms with the flexibility needed to drive local market impact.
Streamlined Multi-Channel Execution: Provided content workflows, templates and design frameworks, accelerating rollout timelines across European teams.
Proactive Creative & Multi-Language Launch: Delivered end-to-end strategy, visual design, and native copywriting (English, French, Spanish) to ensure consistent brand impact across web, social, email, and ad campaigns.
Strategic Partnership: Zinkup acted as an extension of the EMEA team, linking corporate objectives with regional execution to foster a collaborative, cross-border marketing culture.
“Zinkup became a true extension of our team. They took the time to really understand ARKANCE, our market, and our ambitions, and translated that into a messaging framework and branded marketing content that we’re proud to put in front of any audience across Europe.”
Lucie Magaud, EMEA Brand & Marketing Communications Director, ARKANCE
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