The power of unity

A powerful, unifying masterbrand for a multi-merged entity
 
Trivantage is one of Australia’s biggest providers of electrical and specialist low voltage solutions. Trivantage was conceived in 2008 as a “new-generation” brand representing several businesses which have merged to leverage from a national, cross-discipline marketing approach – creating an ultra-competitive “one-stop-shop” value proposition.
 
As a unified entity, Trivantage would have remarkable geographical reach, an extensive pool of technical talent and management expertise, and some hefty buying power. What it needed, was a “big thinking” brand to reflect that powerful position to its stakeholders.
 
Once engaged to partner Trivantage, DDG put its “Strategy First” approach into action and set about identifying the core of a new dynamic brand: its competitors, its market segments, its competitive advantage, its strengths and weaknesses.
 
“From the outset, the dimensions of this brand were challenging,” says Fred Thompson, DDGs Creative Director. “Combining, three (or more) distinct brands into one requires a good understanding of the background and the direction ahead. Fortunately, we had the full support of the Trivantage management team. The directors from the merged businesses were generous with their time and information, working with our team through the analysis phase, helping build a picture of Trivantage.”
 
As single entities, the businesses had tended to “fly under the radar”, using reputation, word-of-mouth and opportunity as sales channels. Through the Trivantage banner, the business was seeking a more proactive and strategic approach to marketing and work-seeking, a unified strategy based on key messages and a stronger-than-ever offer.
 
“That approach requires a powerful and dynamic visual brand that speaks confidently to existing and prospective customers,” explains Fred. “Trivantage had previously commissioned preliminary logo designs through another firm, so some of the groundwork had been done. Our creative team refined the three-cornered graphic device, giving it a more electric feel, sharpening the colours and integrating a sense of momentum.”
 
This energetic treatment represents not only Trivantage’s core business, but also its cohesive organisational culture. It has been carried through into the design of a new corporate brochure, featuring a “power of …” theme and a strong visual connection between the people images and the graphic.
 
“This connection really focuses the reader on the brand, and that’s what we need to achieve – a focus on building equity in the masterbrand, uniting all the positive elements of the merged businesses – people, capability, quality, experience,” adds Fred. “New images were a key element. Credibility is critical for engagement and loyalty, so we recommended using real people in real situations. We conducted a 4-5 day photographic shoot capturing a library of images which can now be rolled-out across the Trivantage collateral.”
 
And rolling-out it is, all guided by DDG’s “Strategy First” approach. So far the new brand has been faithfully applied to the corporate brochure, a regular newsletter, and the complete stationery suite.
 
A new website is in the pipeline, using the same energetic and people-rich creative to communicate the strength and potential of this newly-unified brand.