SUNBELT

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, and 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 the different entities into one clear proposition.

Clear comms

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.

Rebrand, delivered

From the initial insight studies with stakeholders and customers, we created and tested multiple propositions. From this research, we produced brand guidelines, a brand film and a brand manual for colleagues, as well as other assets. Our full-service, end-to-end marketing proposition meant we received lots of positive feedback form Sunbelt customers. A sense of pride was felt throughout the business now that it operated as one new brand.