| IES
2009 REBRAND 100 Winners > notable
Industry/Sector: Energy and Utilities
Component Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - To accelerate its transformation into a national organization and support its vision to become America’s leading electrical contractor, Integrated Electrical Services (IES) needed a single, unifying brand.
Challenge - Through a series of leadership workshops and interviews with customers and employees, we evolved the positioning from a functional benefit – “we wire stuff” – to the aspirational brand idea of “empowering your world,” supported by the attributes of “collaborative, precise and engaged.” We developed a brand architecture strategy to help IES transition from a collection of companies to one single national brand, operating in the commercial, industrial and residential markets.
Strategy - With research revealing that almost 70% of employees working in the field had little knowledge of IES, it was clear that engaging employees would require a substantial effort. We adopted the tagline as our internal theme and created a comprehensive launch plan, complete with a
pre- launch campaign, posters, paycheck inserts, managers’ toolkits to enable dialogue, and even branded tools.
Result - IES began the internal rollout in summer 2008. According to President and CEO Michael Caleil: “At IES, we are building on our rich history while also embracing new ways of working together. Our new brand is a symbol of the progress we are making.”
Credits:
Client: IES - www.ies-co.com
Brand Strategists/Designers: Interbrand - www.interbrand.ca
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