Dickson Grey Electrical – Case Study
Dickson Grey Electrical (Contractors & Engineers) is a company with a proud history spanning more than 45 years. They’ve completed everything from large projects with Auckland Airport and Fonterra to smaller projects like The Poynton, covering everything from huge installations to service and maintenance contracts.
Their logo was as old as the company; it was created by one of the directors when they first went into business and had never been refreshed. What started out as a stop-gap measure had fallen into the “good enough” category. Employees were increasingly struggling to related to the company and brand, and it had started to cost them work, as the face they presented to the market was old fashioned and tired. Dickson Grey Electrical knew they needed help to develop a logo and a brand that reflected not only the company of today but could them into the future.
When Dickson Grey Electrical approached Brandstorm, they didn’t really know where to start, but their brief was simple. “Our logo old is as old as the hills,” and, “We need something that’s fresh, modern and reflects who we are.”
Brandstorm quickly identified that they needed a logo with energy, and a brand that talked to their current clients, potential clients and employees. Brandstorm took Dickson Grey Electrical through the Logo Development Briefing process and the steps to successful logo development. They collected feedback from the company’s clients and discovered that many of them had started to use the abbreviation DGE for simplicity. After developing three concepts and working with DGE to refine their preferred one, the resulting new look and feel was very excitedly received by the board, management and the staff.
After introducing the new, energised logo to DGE, Brandstorm infused the brand into the company. Everything was refreshed, from the building and vehicle signage to the uniforms, stationery, company website and office décor. Brandstorm delivered DGE exactly the results they needed, with enthusiastic buy-in from their staff and a hugely positive reception from their existing customers. They now have a strong, cohesive brand that talks to their market and is ready to launch them into the next 45 years.
DGE’s story shows that even well-established brand can reap huge rewards from a fresh new look.