| Alpiq Holding AG
2010 REBRAND 100 Winners > best of awards
Industry: Energy and Utilities
Enterprise Rebrand
Country Base: Switzerland
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Alpiq is a new B2B, European energy brand derived from the merger of Atel and EOS. Being the market leader in Switzerland and one of the leading energy companies in Europe, it employs over 10,000 people in 29 countries with consolidated revenues of approximately 16 billion Swiss francs.
Challenge - The Alpiq brand was launched together with the new company “Alpiq Holding Ltd," in February 2008. Subsequently, 90 European affiliates will be integrated through 2010. Alpiq plays a key role in uniting two companies and the cultures of two countries (Swiss-German/Swiss-French). Today, Alpiq is set to compete against established European energy brands.
Strategy - The target audience (B2B-industry, financial community, public, employees as well as political stakeholders as members of parliaments and administration – national and regional) is addressed by a brand strategy and striking brand appearance conveying the energetic nature of Alpiq, and responding to the consistently changing demands of its markets, partners and people. As a foundation for the rebranding, research, expert interviews, surveys and studies were conducted. The look and feel evokes such values as reliability, responsiveness, and enterprise through a unique color palette, image style and use of typography. The name Alpiq references the Alps, symbolizing peak performance, and finds its manifestation in a bold, distinctive logotype. A wide range of media initiatives supports brand awareness.
Result - A unique European energy leader has been created, offering an attractive and consistent brand experience chain. A high external and internal acceptance (international affiliates wish to implement the brand as quickly as possible) can be observed.
Credits:
Client: Alpiq Holding AG - www.alpiq.com
Head of Corporate Communications: Martin Bahnmüller
Head of Branding and Sponsoring: Beate Kehrberger
Branding & Sponsoring Corporate Communications: Sarah Früh
Head of Marketing and Corporate Communications (EOS): Sandro Mesquita
Corporate Communications Manager (EOS): Grégoire Lorétan
Brand Strategists/Designers: MetaDesign - www.metadesign.ch
Partner: Alexander Haldemann
Creative Direction: Michael Dier
Consulting and Project Management: Patricia Bogesits
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