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‘Story engineers’ – Sysco’s new branding

AV integrator Sysco has unveiled its new website and branding, which describes the company as ‘story engineers’. The move is intended to emphasise the fact that technology is only a small component within Sysco’s project delivery process, and to support the evolution from systems integration into the world of storytelling and narrative engagement.

The company stated in a release: “At the heart of every experience is a story that needs to be told, whether this be in an exhibition, museum, arena, visitor centre, stadia or theatre. Through the dynamic developments of technology, there remains an undeniable truth that real world engagement and collective experiences will forever sit at the heart of who we all are as people.”

Sysco managing director Hugo Roche said: “It is the trinity of space, storytelling and engineering that are the three pillars of our approach. Stories with a clear narrative need to evolve from the client’s creative vision and the challenge is about framing this story within the discipline and physical constraints of the space.”

The company’s story engineering methodology consists of four stages:
• Imagining: Visualising the story with each stakeholder, across each element: typically design, media, architecture, technology and build.
• Engineering: Committing to the art of the possible, and addressing real-world constraints of time, money or materials
• Implementation: Designing core infrastructure and the the technology that will carry the narrative, and planning for on-time, in-full executive
• Synthesis: Bringing together all the elements and refining them in-situ to meet the final deadline and ensuring a seamless final experience

Sysco’s new logo is a visual representation of the ‘grid’ tool that underpins its methodology. “It is sometimes as simple as a uniform design interpretation of the space, but more often it is a device that is used as a framework to interpret the constraints, opportunities and the dynamic nature of the space and its objects. It is this application of a grid that creates order and structure, allowing clear communication to the different stakeholders across all stages of a project,” said the company.

Founded in 1998, Sysco was formed to support the growing demand for multidisciplinary engineering teams that truly understand the application of audiovisual technology. The first project ever undertaken by Sysco was the design and delivery of several key elements of the Millennium Dome’s visitor experience. Since then, the company has designed and delivered audio, visual and control systems packages for clients such as Imperial War Museum, the Victoria & Albert Museum, Science Museum, Twickenham Stadium and Ascot Racecourse.

The company has grown into a sales-led, market-leading AV integration company with an international reputation for managing the complex relationship between creative ambition, robust engineering, budget and time. It delivers projects across the UK and worldwide, with the head office and research and development centre based in Godalming, Surrey.

The new website, designed by Sears Davies, demonstrates a range of experience projects around the world – as well as showcasing a brand video that encapsulates Sysco’s ambition as ‘story engineers’.

Sysco – Story Engineers