Eiffage.

The brief.

Eiffage Énergie Systèmes Benelux approached us for a complete rebranding and brand architecture, with a particular focus on a client-oriented commercial discourse. The goal was to develop a visual identity specific to the Benelux region while adhering to the group's guidelines and codes. It was also important to clarify the client message to better present the offerings and services, while highlighting the USPs. Mission accomplished for in fine !

The Context : Eiffage Énergie Systèmes (EES) has made a number of acquisitions in recent years. aimed to strengthen its presence in the Benelux region by showcasing the combination of the skills and capacity of a large group with the proximity and responsiveness of smaller, agile structures. The approach was comprehensive, creative, and innovative, leveraging cross-functionality. The goal? To position themselves as facilitators of global energy solutions.

Our approach.

To develop the commercial discourse, we organized workshops involving a large part of the team, across all functions. Through interviews, questionnaires, and workshops, we built a stronger and more accurate message, directly derived from internal sources. An absolute necessity if rebranding is to succeed, because this is how it will be carried from the inside. In Fine played a key role as a facilitator, coordinator, and strategist in this process, adding a touch of creativity and lightness throughout this significant project. Brand Architecture, Rebranding, Positioning, Change Management... major steps for a company, and we are proud to have contributed our expertise to the teams.

The visual rebranding was a collaborative effort, carried out hand in hand with the teams in Brussels and the group in Paris. The result is both powerful and subtle, designed to evolve easily and be used effectively by Eiffage Énergie Systèmes teams. It brings a local touch and market-specific alternatives for the Benelux region.

On the communication materials side, we developed certain elements while providing turnkey tools to enable the teams to sustain and perpetuate this rebranding. During the reveal, first internally and then externally, we delivered videos, presentations, and other materials to illustrate and explain the new branding and commercial discourse.

The main challenge was to stay true to a client-centric discourse without falling into technical pitfalls or getting dispersed. Our role was to guide the teams towards a clear and coherent message, considering the viewpoints and histories of all teams and finding a common thread approved and conveyed by all.

The foundations and structures have been created, it’s now a question of bringing EES values to life in the field, by all the staff of the different entities, in order to install this sense of belonging and integrated collaboration.