Count Group
Brand strategy, Website
Objective
The challenge was to unite three sub-brands of COUNT, COUNT Energy Trading, COUNT Energy Distribution, and COUNT Westgass, under a cohesive brand architecture, revamp the brand identity, and build a website that showcases each sub-brand’s unique offerings. The objective was to create a future-proof master brand that serves as the face of the three sub-brands and to develop a website that tells the brand’s story and showcases their diverse range of products and services.
Strategy
After conducting a brand assessment, the strategy proposed was to use a monolithic brand architecture structure, or a branded house, where a single master brand acts as the umbrella under which its sub-brands coexist as independent entities. The master brand, named The COUNT Group, was established with a strong brand identity that built equity and awareness. This identity fed into the sub-brands’ identities to ensure they were recognizable as part of the master brand. The sub-brands were positioned as affiliated yet independent brands with differentiated identities that came together under the master brand. This was reinforced through an informative website that told the master brand’s story and highlighted each sub-brand’s unique offerings.
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Creative
The creative challenge was to create a visual identity that incorporated each sub-brand and stood alone as a bold and memorable master brand. The full stop in COUNT’s existing logo was dropped, and the letters were tweaked to create a sleeker and more minimalistic look. The brand’s primary color is black, and the sub-brands’ identities were based on the master brand. The same logo, typography, and photography were used to maintain consistency, and different color palettes were defined for each sub-brand to set them apart. All design assets were documented in an extensive brand guide. For the website, the goal was to consolidate each of the sub-brands’ websites into a single easy-to-use platform. The homepage told the brand’s story while offering a user-friendly and memorable experience. To showcase what The COUNT Group’s sub-brands had to offer, dedicated webpages were created for each. These webpages informed site visitors of what services and solutions each sub-brand provided and how.
Outcome
& Impact
The outcome was a future-proof master brand, The COUNT Group, that serves as the face of the three sub-brands. The compelling brand was supported by a sleek new website that told the brand’s story, showcased their diverse range of products and services, and gave each sub-brand its own space to shine. The COUNT Group now boasts a cohesive brand identity and comprises three strong, differentiated sub-brands that are consistent with the master brand. Each sub-brand’s purpose, promise, and products are clearly reflected in a sleek and informative group website. This cohesive brand identity and informative website contributed to increasing brand equity and awareness, providing a clear understanding of the different services and solutions offered by each sub-brand. The COUNT Group was successfully positioned as a leader in the petrochemicals industry with a strong and consistent brand identity.
CREATIVE DIRECTOR: Davide Mancini
UI DESIGNER: David Marro
UX DESIGNER: Stevi van den Berg
CCO: Michael Vromans
AGENCY: DPDK – Rotterdam