The initial rebranding task envisaged use of the ČEZ logo for the B2B segment only; the Duhová energie [Rainbow Energy] brand was intended for the retail segment, in keeping with the relatively plain and pragmatic approach based on the distinctive brand and the typical grey and orange colours. Shortly after the new logo launch, however, the client brought together all the commercial activities for all the target groups under the ČEZ Group brand.
The result was one of the most wide-ranging rebranding exercises in the Czech Republic: previously, the whole group was made up of more than 70 subsidiaries, including five key regional distributors, which had previously operated as separate brands.
At the time, managing the whole process required a quite innovative approach: we replaced the first version of an extensive printed manual with a web portal that now brings together all the brand activities of the ČEZ and serves almost 10,000 users, including employees and suppliers to the entire group.
Jana Vahalíková, Pavel Zelenka