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Stratia & Forepoint create multiple identities

18 January 2008

We have created a new brand identity strategy and policy for seven proposed Site Licence Companies (SLCs). The SLCs will carry out decommissioning and commercial operations across 20 UK nuclear sites, on behalf of the Nuclear Decommissioning Authority, including those that have historically been branded British Nuclear Group. The establishment of the SLCs and creation of a brand identity family supports the restructuring of the UK nuclear industry in which SLC management operations will be periodically competed.

Each SLC is adopting a new identity, which whilst differentiated by colour, has a family resemblance with all other SLCs. The creation of the brand strategy by strategic communications consultancy Stratia in partnership with the client, British Nuclear Group, and the new identities, developed by design and digital media consultancy, Forepoint, was considered essential in order to signal change and give each SLC a new sense of identity. It was also important to accurately communicate the working relationship between the SLC, the NDA and the Parent Body Organisation (PBO), which will own the shares in the SLC and provide management expertise for the duration of the contract it is awarded by the NDA.

NDA’s Brand Manager, Sue Lawson said; “The new identity being implemented by the NDA is designed to last and therefore be cost-effective to any change of Parent Body Organisation. That means the identity will remain in place as a result of any new contract being awarded to manage any one of the SLCs. The strategy also recognises the importance of the local identity to employees at various sites within each SLC.

We are very pleased with the thoroughness of the brand development process, which involved employees in its implementation. It was advantageous to be supported by a strategic and creative partnership that has enormous experience of the industry with a clear understanding of the nature and complexity of the challenges we face.”

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