Rotterdam-born energy and renewables trading company COUNT comprises three sub-brands: COUNT Energy Trading, COUNT Energy Distribution, and COUNT Westgass. When COUNT reached out, they had a fragmented brand identity and three separate websites for each sub-brand. They asked us to unify the sub-brands under a cohesive umbrella brand and position the brand as a leader in the petrochemicals industry.
After conducting a brand assessment, we proposed a monolithic brand architecture structure, or what we call a branded house. Under this structure, a single master brand acts as the umbrella under which its sub-brands coexist as independent entities. The master brand, which in COUNT’s case was established as The COUNT Group, needed a strong brand identity to build equity and awareness. This identity would also feed into the sub-brands’ identities to ensure they are recognizable as part of the master brand.
Building the master brand started with defining its purpose, vision, and mission. We consolidated the sub-brands’ stories and values into a consistent identity that encompasses the core of each sub-brand. The sub-brands are positioned as affiliated yet independent brands with differentiated identities that come together under the master brand. This is reinforced through an informative website that tells the master brand’s story and highlights each sub-brand’s unique offerings.