19 July 2016

Inside Out branding for Wales & West Utilities

We completely redesigned Wales & West Utilities’ internal and external brand.

Wales & West Utilities provides the gas pipe system that helps keep millions of customers safe and warm each year. Looking to redesign the brand internally and externally, we were happy to help!

Externally, Wales & West Utilities wanted to show their personality and gain stand out with customers. Internally, they wanted to unify their team and promote the fun, positive working environment.

Focus groups determined which of three creative concepts worked best, with Wales & West Utilities making the bold move to take a fully illustrated, multi-colour route which was completely different from the photography-led approach favoured by other utilities.

Creating impact

The new brand is now being applied to every communication touchpoint, externally and internally. The rebrand has already contributed to an increase in company pride and awareness of the company’s values and priorities, with 91% of employees now having a clearer understanding.

A brief overview

/ Focus groups and research

/ Three creative routes

/ The chosen concept features illustrated pipes as the creative thread, which run through all communications

/ Creation of style guides and assets for internal and external branding

/ External style is clearly differentiated with more detailed characters

/ Being rolled out to all communication touchpoints with completed projects including consumer website, intranet, vehicle livery, on-site graphics, internal comms collateral, external newsletters, flyers and leaflets

/ One off campaigns such as Wales & West’s 10th Birthday, with celebration boxes, balloons and graphics

See the internal brand in action at the head office



<iframe src=”https://player.vimeo.com/video/140645257″ width=”100%” height=”338″ frameborder=”0″ webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>
<p><a href=”https://vimeo.com/140645257″>Wales &amp; West Utilities head office branding</a> from <a href=”https://vimeo.com/user15746292″>Synergy Creative</a> on <a href=”https://vimeo.com”>Vimeo</a>.</p>


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