Establishing a brand toolkit to enable consistent communications for a unified global brand.
UGI International operates seven customer facing energy brands across 16 countries. Their ‘decentralised’ approach to the implementation of the brand had led to it being inconsisent – this was diluting their brand and reducing the impact of their communications. We set about refining and defining the core elements of the brand and supporting this with clear direction through guidelines and templates. Along with a new centralised brand team, this approach is now empowering employees to create their own on-brand materials consistently and efficiently.
Defining the hierarchy
UGI International’s structure is rather complex – they have seven strongly identifiable sub-brands, and a parent company, UGI Corp with its own separate identity.
We set about defining exactly where UGI International sits within the UGI family of brands. Establishing their brand story and supporting it with detailed guidance enables anyone to understand how the structure works, how it should be communicated and represented visually.
A brand fit for the future
We used this refining exercise as an opportunity to refresh and update the existing identity, ensuring it better reflects the market and meets the needs of all individual brands. To improve consistency across touchpoints, we simplified the font library and its usage, and expanded the colour palette to support the creation of richer digital assets, infographics, and illustrations. We also developed a new brand illustration style, making it easier to represent people in a more inclusive and relatable way.
Collaborating with Michon was a seamless experience. They took the time to truly understand the complexities of our structure, working closely with us to refine and clearly visualise a unified brand identity.
Communications Team, UGI International
Consistent application
A resource centre of guidance, assets and pre-approved templates were created to ensure the brand could be implemented efficiently and accurately – this included everything from PPTs and stationery to newsletters and social posts. The new guidelines are now an essential tool in helping the team demonstrate clear ownership and consistent stewardship of their own brand across the business, in all of their sixteen operating countries.
UGI now have a strong set of guidelines, a clear governing team in place and they’ve already noted an improvement in the unification of their brand communications.
Michon’s attention to detail, dedication and expertise have made them a real pleasure to work with. The comprehensive brand toolkit has already made a significant impact, empowering our teams to consistently represent our brand with clarity and confidence.
Communications Team, UGI International