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 specifically for the Dutch Market. As a result we developed an updated corporate brand manual with clear guidelines on how to use and communicate the brand ENGIE within the Netherlands.

Research phase

Link Design started with an extensive workshop to gather and categorise all of ENGIE’s communication in The Netherlands (from over 50 employees) in order to develop a new and clear set of brand guidelines. The workshop focused on current communication, the ENGIE brand values and personality traits.

Translation to guidelines

Based on the results that emerged from the workshop, we selected the essential brand pillars and lay-out approaches, while keeping the original guidelines given by ENGIE Group in mind. The process resulted in a clear and better targeted brand manual for ENGIE communication in the Netherlands.

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