Brand architecture

ENGIE is a global energy and services group, focused on three core activities : low-carbon power generation, global networks and customer solutions.

To support their ambition ENGIE needs strong and consistent brand communication. Link Design was contracted to update and streamline the global brand guidelines specific for the Dutch Market. As a result we developed an updated corporate brand manual with clear guidelines how to use and communicate the brand ENGIE within the Netherlands.

Research phase

To develop new clear brand guidelines for ENGIE Link Design started with an extensive workshop to gather and categorize all communication by ENGIE Netherlands and collected feedback from over 50 ENGIE employees. The workshop focused on current communication, the ENGIE brand values and personality traits.

Translation to guidelines

Based on the results of the workshop we selected the essential brand pillars and lay-out approach, keeping the original guidelines given by ENGIE Group in mind. It resulted in a clear and better targeted brand manual for ENGIE communication in the Netherlands.

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Marc de Roo

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