A major player in the global electro-chemicals market, our brand strategy skills were applied to unify Electrolube’s diverse product range under one powerful brand proposition.
Like many a long established company, Electrolube’s brand identity was decades behind the reality of its products and services. With insight from one-to-one interviews with customers and distributors, our client asked us to fix the problem.
Less a brand refresh, more a total reinvention. Built around the idea of ‘fluidity’ the new brand positioning came from insight which highlighted the company’s ability to respond personally to the customer’s electro-chemical needs and create bespoke solutions – hence ‘The Solutions People’.
Having planned to launch the re-brand at a UK meeting of the international sales team, we worked with the Electrolube marketing team to have everyone’s new business cards pre-printed and handed them out at the start of our presentation, as a personal and tangible introduction to the new look and feel.