Challenge

As part of an overarching strategy at Endeavour Drinks Group, three service departments, dealing with logistics, a supplier portal and an inbound contact centre, were amalgamated into one new business unit. The challenges faced in bringing these three together was the incongruous branding to the parent company, a lack of understanding of what each service does, being a combination of b2b and b2c facing, and the fear that the teams would continue to work in silos as there was little to no overlap in function. To address this, a branding project was initiated to clearly define the service lines and create an internal department ‘tribe’.

METHOD

After performing market research, interviews and several brand workshops with internal stakeholders, a brand strategy was developed to allow consistent brand experience at every touch point, a brand architecture, naming conventions and the the design of new corporate identities. 

After several rounds of feedback from the Leadership Team, a feedback exhibition was opened to internal and external stakeholders with the outcome being a popular vote.

The final business unit became known as ‘Customer Connections’ with the sub brands being:

• Endeavour Marketplace

• Endeavour Delivery

• Endeavour Hub (inbound customer service)

Project outputs

• Brand names, architecture and identity

• Design and roll out of brand across

  • Websites

  • Marketing collateral

  • Series of explainer videos for both the Marketplace vendor platform and Endeavour Delivery

PROJECT TEAM

Creative Strategy and Direction: Ashley King
Design: Claire Oljenick

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