GETEC – On expansion course with a new brand after split-up
The acquisition by Swedish financial investor EQT heralds a new era in the growth of Magdeburg-based energy services provider GETEC. Following the split into two parts, the aim is to further exploit market potential and to expand its leading position as a contracting specialist. A new brand identity underscores GETEC's evolution from a regional provider of heating solutions to a pan-European energy services provider with a comprehensive portfolio of system solutions.
GETEC offers »Energy-as-a-Service« in the form of tailor-made energy solutions that enable customers to concentrate on their core business – while realizing growth potential through greater efficiency, innovation and sustainability.
On the basis of a comprehensive analysis of corporate strategy and corporate culture, Truffle Bay developed a new positioning and corporate story that not only underscores this ambition externally, but also mobilizes the company internally. This was also the basis for the new, striking corporate design, which, following the division of the original company, clearly distinguishes the new GETEC brand from its sister company of the same name and thus makes the company's transformation visible in an eye-catching way.
CLIENT
G+E GETEC Holding GmbH, Magdeburg
www.getec-energyservices.com
INDUSTRY SECTOR
Energy & Infrastructure
SERVICES
Insight: Brand analysis, Strategic analysis, Market analysis, Customer analysis, Competitive analysis, Cultural analysis
Identity: Purpose & brand positioning, Claim, Brand strategy, Brand architecture, Corporate & brand design, Story & key messages, Brand & design management
Experience: Internal branding, Brand implementation, Print media, Digital design
POSITIONING
Energy for more
»We have the energy for more« is a brand promise that sums up GETEC's plans for the future: more efficiency, more sustainability, more growth, more innovation, more performance, more success – both for customers and for itself, through smart »Energy-as-a-Service« solutions and an ambitious performance culture based on a spirit of partnership. This commitment is further substantiated by the three associated value statements.
DESIGN CONCEPT
Energy in perfect shape
With the new logo, based on a circle, the perfect shape, and the design elements derived from it, GETEC symbolizes individual energy solutions that fit perfectly – because they combine individual components to create tailor-made system solutions. The brand colors yellow and green also stand for the intelligent combination of »energy« and »sustainability« – the company's central strategic themes.
»Our new brand promise ›We have the energy for more‹ is visualized perfectly by the new brand identity. At the same time, the new corporate design illustrates our strategic transformation into a pan-European energy services provider that offers the entire spectrum of energy solutions – smart, green and efficient.«
Christian Faßelt, Head of Corporate and Brand Communications
BRAND IMPLEMENTATION
Connecting the dots
Thanks to a fluid design system developed specifically for GETEC, the new look and feel could be applied stringently to all media across all channels. A high degree of recognizability was ensured not least by the distinctive color selection in combination with the design elements.
For the conception and design of the new corporate website, the previous page and navigation structure was consistently optimized in a user-oriented manner and the new corporate design transferred into a modular atomic design system. In this way, the prerequisites were created for being able to quickly expand the website at any time while ensuring consistency and recognition on all devices.
BRAND LAUNCH
The »GETEC Brand Day 2018«
The »GETEC Brand Day« on 30 January 2018 at the GETEC headquarters in Magdeburg marked the start of the brand relaunch. On this day, all employees were introduced to the new positioning, strategic corporate objectives and the new corporate design.
You have questions about this project or want to work on advancing your brand?
We look forward to your inquiry and will be happy to advise you on the phone or arrange a personal meeting.
Truffle Bay is an owner-managed, integrated strategic brand consulting and design agency based in Munich. With clarity and creativity we help ambitious companies and entrepreneurs to discover, define, design and bring to life their unique identity – to create strong brands as the compass and catalyst of entrepreneurial change processes as well as attractive and differentiating brand experiences to win and retain customers and employees.
Truffle Bay is a member of bvik – Bundesverband Industrie Kommunikation e.V. Test
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