Brief
An FTSE 100 company on a global transformation journey, industrial product and service solutions provider RS Group was looking for a new identity to reflect its restructuring, moving from a disconnected house of brands to one cohesive branded house. The team enlisted our help to develop a purposeful brand story and identity that would elevate the internal business ambition and provide cohesion and consistency across the board, creating a simpler, more holistic story.

Solution
RS required a new identity system which translated their recent transformation and provided a common thread to represent the different propositions within the new brand. Our challenge was to express RS’ distinctive balance of technological excellence and human creativity in a new identity which addressed their purpose of ‘making amazing happen for a better world’. The move to a united RS brand presented the perfect opportunity to create a new world and showcase RS’ offer in the clearest way, making it easy to understand, to explain, and to sell.

A refreshed, digital-first brand identity system was developed to better reflect the future-facing mindset of the business and set a new industry-leading standard for design. Built around a simple yet flexible shape language, the new identity aims to emphasise the human creativity and imagination at play that’s so pivotal to unlocking innovation. The final result is a holistic and more cohesive identity which will drive RS' ambition to hold a market leading position in the industry.

Outcome
The new RS brand identity has made the business distinct in its category. This is exactly what the process of branding aims to achieve; making your business distinctive from that of your competitors. It makes your brand more memorable and also remembered more favourably by the market, ultimately translating into higher sales.