Background
It was critical for the PSG group to establish a cohesive national brand to effectively compete with global rivals. Additionally, a national brand would help each business compete for $50m+ construction contracts rather then the sub-$10m contracts they were currently attracting. The group identified that its main growth would come through the burgeoning electrical maintenance and servicing industry.

Creative Strategy
A PSG masterbrand was established to create strong synergy across all the state-based businesses. While individual brand names were retained, the separate business identities were dropped in favour of a connected brand architecture and nomenclature. For example Elecraft in Victoria became PSG Elecraft.

This strategy was developed in order to quickly establish the PSG brand nationally by utilising the existing equity of the state business. The brandmark symbolises partnership, unity and new technologies, while the accompanying 'look and feel' communicates the customer proposition 'We make it happen'. It was critical for the new identity to express corporate professionalism while still retaining the entrepreneurial spirit of the businesses within the group.

Outcomes
Staff across the businesses have embraced the change and have unified under the one brand. While it is still early days since the launch, PSG has already started to make waves nationally with the businesses being invited to pitch for more lucrative contracts.

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