London buses on busy city centre street

Brand diagnostics that result in a new brand identity

Our Client

A business evolves over the years and sometimes it has to be reset with a new brand identity. This can mean a name change, which is what happened here using our diagnostics tool.

Advanced Utilities is the leading supplier of utility pipeline installations and ducting in the North West.

They have been servicing some of the UK’s biggest developers such as Mitie and Balfour Beatty for over 10 years.

But they were trading under the name AUL, which had simply been outgrown, before we were appointed.

Challenge

These three letters, AUL,  just didn’t reflect the dynamic business it had become.

They did represent the company’s history but they didn’t promote the diverse skills and knowledge on offer.

So we stepped in with our brand diagnostics service, looking for a way to remedy the problem.

Solution

Our remedy was to change the name to Advanced Utilities. And then to develop new key messages showing the company’s proactive and intelligent approach.

Next, we backed up the new name with a stronger, confident logo. The three bars representing gas, water and electricity.

This was all achieved using our brand diagnostics service. It’s the tool we offer to larger established companies if they have an issue with their corporate identity.

Results

The project resulted in a brand identity creation that works across all communication channels – from hard hats to apps.

We broke away from the obvious ‘hole in the ground’ imagery by focusing on the finished product. For example, we used a photo of a road flowing again after it’s been repaired. The focus here was clearly on the outcome.

So, looking back on the project, the challenge was accepted, a solution was found, and results were achieved with a new brand identity creation.

“Hope Creative have lived up to the recommendations we received and have been incredibly supportive and informative in helping us recreate our brand identity. The team at Hope Creative really helped us through the process and changed our ways of thinking about brand identity and marketing strategies. They have held our hand though the entire process from the Brand Doctor workshop to finalising our brand and will continue to support us as “brand partners” for the foreseeable future.

Niall McElhone
Commercial Director
Advanced Utilities

June 2021