Launching a powerful brand
How we helped Sunbelt Rentals UK transform its multiple businesses into a strong, single proposition with a comprehensive rebrand project.
Brand acquisition and transition
Sunbelt Rentals is one of the world’s largest equipment hire companies. The UK business had grown through acquisitions, so had 21 brands in its portfolio – all with their own brand presence and equity. Sunbelt called on Linney to work on a brand transition project, merging all of the different entities into one clear proposition.
Because each brand had its own identity, we needed to work carefully, ensuring everything about the transition was explained clearly. We built a communications plan and structure, for external and internal use, maximising the impact of the rebrand. We began with a comprehensive, insight-led strategy, speaking to key customer and employee groups around the UK before designing and fulfilling this across multiple channels using film, photography, print and digital.
From the initial insight studies we carried out with stakeholders and customers, we created multiple propositions and tested them. From this research, we created brand guidelines, a brand film and a brand manual for colleagues, among other assets. Our full-service, end-to-end marketing proposition made us a ‘one-stop shop’ for our client – and we’ve received lots of positive feedback form Sunbelt customers and a sense of pride throughout the business now that it operates under one new brand.
“Linney were instrumental in the rebrand, gaining insight across all customer groups and employees. They ensured we understood current perceptions which informed our direction of travel, both strategically and creatively.”
Head of Brand Marketing, Sunbelt Rentals