Working for you
ACCO Brands, the world’s leading manufacturer of branded office products, asked us to reposition their flagship brand, Rexel, across Europe, Middle East and Africa.
Rexel have been the market leaders and innovators in the sector for longer than anyone else, and yet their brand and communications lacked confidence, and seemed product focused rather than customer centric. The brand delivery was inconsistent and they were getting lost alongside competitors in a crowded comms environment.
We devised a new creative look and feel for the brand, and a new customer facing strapline ‘Working for you’ which perfectly conveyed the strategic focus on delivering customer productivity through innovation.
The new brand has been fantastically well received and adopted by Rexel staff across EMEA in every communications channel – including film, online, packaging, events, product design, promotions and corporate stationery. The brand repositioning has also set the tone and direction for new adjacent product developments which are being accelerated through to launch with renewed purpose. Brand awareness studies have already indicated a positive shift in quality perceptions amongst dealer partners and end user consumers.