A World of Sustainable Thinking
BE is a specialist energy services company offering advice on improving energy efficiency, reducing carbon emissions and staying compliant.
The Business Challenge
Originally called Inteb Sustainability, the business began trading in 2009. Since their relatively recent foundation, the company had already achieved impressive results and reached a clear platform for the next phase of development.
With highly ambitious growth targets, Inteb was cross-selling a range of separate but related energy services that were expanding faster than their team could market them. Working across multiple business sectors, the management team needed an effective positioning that would help demystify the complex energy market for their customers.
The Engine Room carried out an in-depth insight process involving internal workshops, staff interviews, customer and third party consultation and competitor research.
There was widespread confusion in the energy services market, with every company over-claiming about the value they could bring to their clients’ businesses. Customers were frustrated and lacked trust based on their energy buying experiences.
The Engine Room derived three brand values that underpinned and informed the design strategy and approach - ‘impartiality’, ‘empathy’ and ‘game changing’. It was crucial to position the firm as the only business that cut through the complexity of language that had overtaken the marketplace.
The new brand had to put customers at the heart of the business. Communications needed to be simple to understand with accessible language and visual cues. Speaking to their customers with an empathic and supportive approach, the business was about to do the complete opposite of all of their competitors.
Working closely with the Design Council’s Design Leadership Programme, Inteb scoped a brand development project for the business. Introduced by The Design Council, The Engine Room subsequently worked on developing a new brand for Inteb that would be transformative in the sector.
The Engine Room renamed the company ‘BE’, linking to ‘beyond energy’, and created a new strapline and brand architecture to define their service areas. We invented a visual ‘energy journey’ to help key staff talk customers through their process and enable them to maximise the cross-selling of their services with clarity and ease.
A new website was built and the brand was rolled out across sale literature, online templates, brochures, internal communication documents and office graphics.
“The branding process delivered pride and cohesion among internal teams, it has definitely been unifying for us. The Engine Room are good at steering a course through turbulent and ever changing briefs, getting to the nub of the issue - and communicating it clearly. They have high quality thinking; clarity and simplification.”Julia Westcott, PA to the CEO