Rebranding a major acquisition for National Grid
Following its acquisition by National Grid, we rebranded Western Power Distribution as ‘National Grid’ in little under ten months from the project kick off.
The brief was to rebrand using a phased approach to update all vehicles, buildings, workwear (PPE), internal and external digital and print communications in an ambitious timeline.
The rebrand included evolving National Grid’s visual identity and tone of voice to expand beyond its industry and stakeholder focus to reflect a more end consumer audience.
It was important that we balanced the requirements of a rapid and comprehensive rebrand with full consideration to sustainability required of a responsible business such as National Grid.
Critical to the success of the rebrand was engaging, informing and reassuring both customers and colleagues.
We undertook qualitative consumer research exploring perceptions of Western Power Distribution and National Grid brand awareness, understanding of the role Western Power Distribution plays for customers’ energy supplies, as well as their current brand experience.
The creative was primarily driven by the construct of ‘Bringing energy…’ to your region, home, business etc. which ladders up to the National Grid group purpose of ‘Bringing energy to life’ and their vision which is to put National Grid at the heart of a clean, fair and affordable energy future.
We are extremely pleased with the rebrand project and the customer and colleague roll-out campaigns. Strong planning and close collaboration enabled an entire rebrand of the organisation in under ten months.