Landis+Gyr

A revitalized, forward-looking global brand identity for Landis+Gyr

Challenge

Landis+Gyr has been an industry leader in energy management solutions since 1896, but in 2019, it was a company in transition. After years of acquisitive growth to broaden capabilities and geographic expansion, the Landis+Gyr brand had become diluted through inconsistent execution.

Landis+Gyr operates globally but is managed regionally, and a subsequent lack of consistency, cut-through messaging, and clarity was harming the impact of their brand in the global marketplace.

But how do you strengthen and unify a complex global organization to create unity between their brand aesthetic and messaging?

Clarity

We knew that the key to this challenge was clarifying Landis+Gyr’s corporate narrative and aligning their visual identity to a refreshed positioning.

All of this needed to be articulated in a manner and voice that established consistency across regions and business units and spoke to the brand’s evolution from a meter supply company to a global energy technology company and utility transformation partner.

It was time to use brand positioning as a strategic tool to guide communication and behavior and reestablish an original, distinctive, and well-defined place for Landis+Gyr in the market.

Reinvigorating Landis+Gyr’s fading brand proposition

Solution

We spent a significant amount of time understanding the various perspectives across the organization and customer base.

As part of this, we conducted thorough brand and competitor audits, and developed fully visualized concept routes to evaluate potential positioning directions. We used the results to create a revitalized positioning narrative that spoke to Landis+Gyr’s history, present, and future as a company. Next, we refined the identity design with updates to the logo, color palette, typography, and image direction. This created a cohesive look and feel that amplified the positioning as partners in utility transformation. A new brand personality of vision and optimism was reflected in the identity and tone of voice, creating a more progressive brand for the future.

Once the narrative and visual identity were in place, we created an exhaustive set of key deliverables, applications, and touchpoints. We paired this with a thoughtfully designed set of brand guidelines to enhance usability, applicability, consistency, and the sense of unity across their global business, touching everything from the brand logo to the iconography.

Results

Our work resulted in four core outcomes:

· Global alignment on a single brand positioning strategy, including messaging, tone of voice, and assets and templates for key communication touchpoints.

· A clear visual identity and detailed supporting guidelines to enable consistent application of the brand internally and externally.

· An internal engagement and activation plan and materials to inform the rollout of the brand and identity refresh internally and externally.

· A global marketing working group to enable the team to operate more effectively and efficiently.

On top of a refreshed group identity and positioning ready for implementation, our work contributed to an award-winning annual report.