Uniting multiple brands

The Challenge

Following an acquisition in 2022 to form part of a group with a French manufacturer, Product Industriels Lorrains (P.I.L), Wrekin enlisted our services to create a comprehensive brand structure and cohesive visual identity for a European consortium comprising five companies.

These entities encompass Wrekin, P.I.L, Geoworks, a foundry in France, and a network hardware business. In order to unify this diverse portfolio, a new Parent Company name and identity were required, along with refreshed brand identities for each individual business falling under its umbrella.

The Process

Commencing with a consultation phase involving brand ambassadors from each business, we outlined the project requirements and established the chosen creative direction.

Thorough research into each brand enabled us to uncover the distinctive qualities inherent to each business. Then by defining what connects the companies within the group, we were able to foster synergy across the brands. This approach allowed us to craft individual company logos and visual identities that authentically represented each business, while maintaining a cohesive connection within the group.

The Results

Through active engagement of all stakeholders throughout the entire process, we successfully crafted a contemporary and unified brand identity that resonated positively across the group, particularly among those deeply invested in the legacy brand identities.

Documented in an extensive 200-page set of brand guidelines encompassing all six brands, these guidelines encompass shared brand assets strategically designed to foster synergy, as well as distinct brand assets tailored to each business.

The freshly crafted identities not only play a pivotal role in positioning the brands for growth, but also serve to highlight their association with a broader group, reinforcing their presence on the European stage.