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.
The Tension
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.