Branding | Ultra Green
Rebranding A Divided Company
This renewable and clean tech energy company was made up of numerous disparate subsidiary companies that needed cohesion under one clearly defined umbrella brand. The rebranding process also involved taking the company from the research and development stage into the commercial marketplace.
Ultra Green was a company consisting of approximately 40 in-house staff, numerous sub-contractors, and had offices on three continents. It consisted of many varying technologies that were largely at the R&D stage and comprised twelve Board Directors at the outset, all of whom had conflicting ideas about how the brand should progress.
Because this renewable and clean tech energy company comprised a multitude of different technologies and sub-sectors, it needed clean, clear materials written in plain English that connected with businesses and consumers, as well as engineers and scientists. New information also needed to be captured and presented to the marketplace quickly.
The Result
Seadragon created a rebranding strategy proposed to and agreed by the Board, before embarking on the collection of a huge amount of data relating to the technologies as well as the subsidiaries and the company itself. There were compromises, such as the logo, which we were able to add to, but could not eliminate with a more modern or unique look.
Corporate Branding Guidelines were then produced, and internal systems designed to enable an efficient data collection and marketing process to be established as quickly as possible. We extracted as much technological data from the engineers or their agents as possible without breaching their IP, and presented it within a consistent format throughout. Specially-designed templates were created to process new products and technologies efficiently, and a CMS on the website enabled new information to be added instantly.
The website was specifically designed to accommodate the company’s transience and growth, and operate in different languages and on different continents using a map-based location system, so users could find the relevant teams and offices with ease. We organised a photo shoot so that the teams were not only identified by job title but also identified by sector.
The company’s revamped brand emerged with five clearly defined sub-sectors that were colour-coded for ease of reference and technologies that were explained in terms that reached beyond the engineers and specialists to businesses, investors and consumers.
“Brilliant. We could not have moved forward without the website and marketing materials.” David Weaver, CEO, Ultra Green