Evolve
Rebranding an Infrastructure Giant
This project stands as the most significant one I've undertaken to date. I led the rebranding of a major infrastructure company in Northern Ireland, a company traditionally known for supplying gas to homes and businesses with the bold objective of repositioning it from its fossil fuel roots to a symbol of sustainability and progress.
You can find the entire brand guideline document here.
Process
The Challenge
The company needed a complete image overhaul. The key objectives were:
Transitioning Brand Perception: Move away from the legacy of fossil fuels and align the brand with a sustainable, greener future.
Highlighting Innovation: The rebrand coincided with a groundbreaking achievement in 2023 when the company, rebranded as Evolve, successfully injected biomethane into its grid for the first time in the UK, a historic milestone.
Coordinating Complex Stakeholders: Given the company's size and the project's scope, the rebranding process required navigating multiple approvals and coordinating seamlessly with various departments across the organisation.
The Approach
Strategic Vision & Planning
The project spanned approximately a year, starting from initial discussions and ideation to final delivery and implementation. My role was to ensure that every aspect of the rebrand communicated the company’s new commitment to a sustainable future.
Comprehensive Brand Guidelines
A cornerstone of the project was the creation of a detailed 77-page brand guideline document. This comprehensive guide meticulously covers:
Visual Elements: From colour schemes and typography to the design of outdoor artwork and social media graphics.
Brand Consistency: Establishing a clear framework to maintain a cohesive brand experience across all touchpoints.
Implementation Roadmap: Providing detailed instructions to ensure that every department and stakeholder could align with the new brand vision seamlessly.
Collaborative Execution
The scale of the project demanded extensive cross-departmental collaboration. I worked closely with key stakeholders to secure the necessary approvals and ensure that the rebranding process reflected a unified vision. This collaborative approach was vital in turning a challenging rebranding initiative into a smoothly executed transformation.
Outcome
The rebranding initiative successfully repositioned the company as a forward-thinking, sustainable energy provider. With the comprehensive 77-page brand guideline ensuring consistent and coherent implementation across all touchpoints, the company’s new identity clearly communicated its bold shift from fossil fuels to a greener future. This transformation was further amplified by the historic achievement of injecting biomethane into the grid, a milestone that not only set a new standard in the UK but also underscored the company’s commitment to innovation and sustainability.
