ENERGY & TELECOMMUNICATIONS
Merges, acquisitions and creations: Integrating the several brands while maintaining the group’s identity and values
15
companies
4
business segments
10
markets
THE CHALLENGE
Increasing companies’ reputation across the markets
The renewable energy company Greenvolt has been acquiring companies in various international markets in the areas of Biomass, Large Scale (Wind and Solar) and Decentralized Production. This expansion model has led to the creation of several brands within the group.
The challenge set to Republica was to develop Greenvolt Strategy, integrating the various brands and companies into the brand’s ecosystem, while maintaining the group’s identity and values.
Brand Architecture
Brand Identity
The process
The process of consolidating the Integrated Communication Strategy and developing Greenvolt Strategy began with an in-depth study and total immersion in the Greenvolt ecosystem, for the development of the Brand Architecture Strategy project. We analysed the business model, Greenvolt’s positioning in the market and reviewed the brand architecture. Moreover, it was important to understand the brand’s DNA and their digital presence.
We designed a Brand House model and created a set of sub-brands for the main renewable sectors: biomass, utility scale and distributed generation. The aim was to create greater awareness of the Greenvolt brand internationally and local expertise in each market.
After the challenge of brand strategy, identity, and architecture, we developed the Digital Strategy and Communication Plan to launch the brand on the market and reach the greatest number of people. The entire digital and offline materialisation and activation was developed – website creation, digital social media strategy, brand launch concept for each market, communicating the transition from the old brands to the Greenvolt sub-brand.
Finally, all communication assets such as videos, e-mail marketing and brand materials were developed as part of the project.
