British Energy operates the UK's nuclear power stations
supplying 20% of the nations's electricity. The first stage of the
repostioning project was to conduct a perception study across all
4,000 employees, review all existing external research and, through
a series of senior management workshops, develop a new positioning
programme.
We delivered a fresh articulation of the British Energy brand,
its values and a new proposition - 'Powering the low carbon
generation'. This places the core benefit of nuclear at the heart
of corporate communication.
The final part of the branding development was to support the
new positioning by refreshing the visual identity and create a new
language system to establish the British Energy personality and
tone of voice.
We were responsible for research, insights, strategy and also rollout of strapline, verbal guidelines and graphics."
Guy Lane, Partner, The College