Case Study 04: International Brand Communications
Spending two months in Australia supporting the international rollout of Elite Energy’s rebrand, making sure the new identity landed the same way on the other side of the world.
Role
International brand rollout support
Location
Australia (2 months on the ground)
Scope
Brand embedding across international teams
Origin
Follow-on from Case Study 02
Challenge
A rebrand announced from HQ doesn't embed itself 9,000 miles away. Distance, time zones and local habits are where brand consistency goes to die.
Challenge: A rebrand announced from HQ doesn't embed itself 9,000 miles away. Distance, time zones and local habits are where brand consistency goes to die.
Approach: Two months embedded with the Australia operation: rolling out brand guidelines in practice, supporting local teams with templates and assets, and making sure communications matched the new identity, not just in files, but in habits.
Impact: Consistent brand communications across international operations; local teams equipped to stay on-brand independently through the template library and guidelines.
How consistency was embedded
Guidelines are the start, not the finish
Distributing a brand guideline PDF is the easy part. Embedding it means working alongside teams as they apply the identity to real work (presentations, documents, campaigns) until the new brand is the default rather than the exception.
Working across distance
Two months on the ground in Australia meant listening first: understanding local context and established habits before asking anyone to change them. Communication back to the UK was planned around time zones so decisions moved forward daily instead of weekly.
Leaving capability behind
The goal was never a temporary fix. Local teams were equipped with a branded template library and practical guidelines so they could stay on-brand independently, habits and tools that outlast the visit itself.
“Consistency isn’t control. It’s giving every team the tools to tell the same story well.”
SELECTED WORK
Supporting a consistent rollout
An adapted and anonymised rebrand announcement illustrates how the change was explained to colleagues across locations.
Internal rebrand announcement
Clear answers to why the change was happening and what it meant for teams.
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