Case Study 02: Brand Communications
Repositioning Elite Energy through corporate brand transformation.
Leading a company-wide rebrand end-to-end, aligning senior leadership, external design agencies and cross-functional teams to deliver new branding, brand guidelines and a refreshed website.
Role
Rebrand project lead (communications)
Scope
Brand identity, guidelines, website
Stakeholders
Senior leadership, external design agencies, cross-functional teams
Reach
UK + international (incl. Australia rollout)
Challenge
A brand that no longer told the true story.
An engineering-led firm with deep technical credibility, and a brand that no longer told that story. Repositioning meant changing how the company looked and sounded without losing the trust it had built.
Approach
End-to-end coordination, from boardroom to browser.
Aligning senior leadership on positioning, managing external design agencies, and working across functions to deliver new branding, comprehensive brand guidelines and a refreshed website, as one coherent programme, not a set of disconnected deliverables.
Impact
One identity, everywhere the company shows up.
A coherent new brand launched across the organisation, one identity from the website to everyday documents, carried internationally (see Case Study 04).
The work
How the rebrand actually got delivered.
1. Aligning leadership first
A rebrand fails in the boardroom before it fails in the market. The first deliverable was agreement. I worked with senior leadership to align on positioning (what the company is, who it serves and how it should sound) before a single design decision was locked in.
2. From agency output to company habit
Managing external design agencies meant translating between creative ambition and operational reality. The work didn’t end at handover: I delivered brand guidelines and built a branded Canva template library so non-designers across the company could stay on-brand every day.
3. The website as proof
The refreshed website became the brand’s public anchor, carrying Elite Energy’s positioning language: engineering-led, technology-driven, and grounded in operating reality. Complex hydrocarbon expertise, communicated with clarity.
“Brand guidelines are a communications product. Their job is to make the right thing the easy thing.”
SELECTED WORK
Brand communication examples
Anonymised, adapted samples of a design reference and an internal rebrand announcement. They demonstrate communication formats without publishing the original internal documents.
Design and style guide
A visual reference for consistent colour, typography and implementation.
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Explaining a rebrand
A structured explanation of what changed, what stayed the same and what it meant for colleagues.
View full-size example