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The Challenge
Transform iD/Margaret Roberts has worked with Alinta since 1994
– originally to develop a brand strategy, name and identity for the
newly corporatised gas business ‘AlintaGas’. Subsequent projects
have helped Alinta manage its brand and identity as it has
transformed from a Government owned gas utility into one of
Australia’s leading energy/infrastructure companies.
The Approach
- Brand audit, brand strategy, brand architecture and
recommendations for naming and positioning the newly corporatised
‘AlintaGas’
- Provided ongoing brand management advice, including management
of the evolution of the company name from AlintaGas to Alinta in
2003.
- Running internal brand management workshops
- Developing a dual branding strategy (2004) for the use of the
Alinta logo and visual identity in conjunction with Alinta’s new
energy asset acquisitions, where they are not 100% owned.
- Brand workshops to develop a WA Retail Brand Strategy
(2006)
- Consulting to 'AlintaEast' following the sale of part of the
business to Singapore Power, and the transition to a new Aboriginal
name 'Jamena' (2008)
Outcome/Benefits
- Creation and launch of a distinctive brand identity based upon
the Aboriginal word ‘Alinta’ meaning fire or flame.
- The core Alinta name and brand identity has proved a
distinctive asset, which has supported the company over the past
decade as it has transformed into a ‘national energy giant’.
- Objective and media neutral approach has ensured the company
remains committed to its brand and visual identity strategy,
despite changes in design and advertising suppliers, and Alinta
personnel.
- The Alinta brand ethos, and its Indigenous name was considered
a key corporate asset when the eastern states infrastructure assets
were sold to Singapore Power. They were keen to embrace a similar
brand positioning for 'Jamena'
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