“Pacific Services Group (PSG) was the holding company for five separate state-based electrical contracting businesses around Australia. Each business within the group is in the top tier within their respective states. We asked Blenheim to help us create a truly national brand that could unite them. They grasped our business objectives and worked with us to develop a branding strategy and creative approach that enabled us to bring our businesses together and position PSG to where we want to take it nationally.”
Director, Pacific Services Group
It was critical for the PSG group to establish a cohesive national brand to effectively compete with global rivals. Additionally, a national brand would help each business compete for $50m+ construction contracts rather then the sub-$10m contracts they were currently attracting. The group identified that its main growth would come through the burgeoning electrical maintenance and servicing industry.
A PSG masterbrand was established to create strong synergy across all the state-based businesses. While individual brand names were retained, the separate business identities were dropped in favour of a connected brand architecture and nomenclature. For example Elecraft in Victoria became PSG Elecraft.
This strategy was developed in order to quickly establish the PSG brand nationally by utilising the existing equity of the state business. The brandmark symbolises partnership, unity and new technologies, while the accompanying 'look and feel' communicates the customer proposition 'We make it happen'. It was critical for the new identity to express corporate professionalism while still retaining the entrepreneurial spirit of the businesses within the group.
Staff across the businesses have embraced the change and have unified under the one brand. While it is still early days since the launch, PSG has already started to make waves nationally with the businesses being invited to pitch for more lucrative contracts.
Brand and Communication Strategy
Web / Interactive / Digital