Bord na Móna has ambitious plans to become number one in each of their chosen segments, employ 3,000 people, turnover in excess of €1billion by 2030 and reposition the business as global leaders of the future. Despite operating a diverse portfolio of businesses, the company is still associated with its ‘peat and heat’ heritage. In order to achieve the level of transformation required by the business, we were appointed to align the ambitious commercial strategy with a revitalized brand strategy.
We created a programme of work that included a comprehensive brand audit, benchmark and competitive studies, consultative interviews, cross functional team workshops, consumer research and designed a creative process that would successfully reposition the business and bring all stakeholders along the journey. We identified much of the brand fragmentation had arisen from acquisitions that were diluting the master brand so our initial objective was to design a fluid system where all existing and future companies would align behind one brand, and embrace one culture to deliver one vision.
The brand identity bursts to life with an orange gradient, referencing the greatest source of our energy, the sun. This powerful, positive orange palette is then carried through all communications with each business area having a secondary colour to draw upon. Bord na Móna is the company it is because of its people. Recognising this we commissioned photographer Finn Richards and took to the road to capture the people, passion and innovation driving the company forward.
To ensure the successful integration of the visual identity system, we have developed brand guidelines, toolkits, and continue to host workshops both for internal stakeholders and partner agencies. The new positioning and system enables Bord na Móna to tell the stories of their diversification with pride and authenticity and will continue to support its ambition to be number one in each of its segments by 2030.