Advanced Utilities
A business evolves over the years and sometimes must be reset with a new brand identity. This reset can mean a name change, which is what happened here using our diagnostics tool. Advanced Utilities is the Northwest's leading supplier of utility pipeline installations and ducting. They have been servicing some of the UK's most prominent developers, such as Mitie and Balfour Beatty, for over 10 years. But they were trading under the name AUL, which they had simply outgrown, before we were appointed.
Challenge
These three letters, AUL, didn't reflect the dynamic business it had become. They did represent the company's history but didn't promote the diverse skills and knowledge offered. So we stepped in with our brand diagnostics service, looking for a way to remedy the problem.
Solution
Our remedy was changing the name to Advanced Utilities and developing new key messages showing the company's proactive and intelligent approach. Next, we backed up the new name with a stronger, confident logo. The logo's three bars represent gas, water and electricity. This creative concept was developed 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 created a brand identity 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.
