As part of an ambitious expansion plan customer management and outsourcing group Vertex has this week launched a new brand developed by Corporate Edge.
Vertex has seen significant growth in its UK and North American markets since its separation from water services giant United Utilities. The senior management team are keen to build upon this growth and view the development of a compelling corporate brand as essential to its achievement.
Vertex Marketing and Strategy Leader Bob Pope further explained the thinking behind the new brand. “We are a confident, energetic and human organisation that’s here to drive successful outcomes for our clients and enhance the brand experience of their customers. Research showed that clients valued our commitment to open, honest relationships and the in-depth practitioner knowledge of our people,” he said.
“Strategically, Corporate Edge were able to grasp very quickly how this sets us apart and to mould this creatively into a corporate identity that we immediately recognised as the right solution,” Pope said.
Corporate Edge Creative Director Antony Johnson commented on the visual and verbal aspects of the new brand. “We wanted to convey Vertex’s energy by creating a sense of forward momentum and highlighting the impressive number of sectors, clients, and activities the company is engaged with. We redeveloped the logo and used vibrantly coloured shapes to link core content and imagery with snippets of important information such as key facts and achievements, clients’ activities and testimonials,” he said.
“To further amplify the sense of energy we evolved the ‘electricity of ideas’ concept generated during the research and strategy phase of the project into the tagline ‘Positively Charged’,” Johnson said.
The brand will be internally and externally rolled out through 2009.