PSG: Delivering immediate change with an impactful brand strategy and a bold new visual identity

Client: Power Suppliers Group

Services: Research & Strategy, Creative

Client: Power Supplies Group

Scope: Research & Strategy, Creative

Understanding the client

Power Supplies Group (PSG) is a distributor of cables and accessories for the energy sector. Its strength, however, goes beyond products – it lies in the expertise and partnerships it offers to developers and contractors across power transmission, distribution and renewable energy projects.

From the outset, it was clear that PSG’s existing brand didn’t fully reflect the strength of its internal culture or its offer in the power cable sector. Their people were proud, their knowledge was unmatched, but externally, the brand lacked confidence and clarity.

Armed with a wealth of experience and expertise in driving impactful change for brands in the B2B sector, CWA set out to carefully reposition PSG.

This meant fully immersing ourselves in their business, collaborating with marketing partners and really understanding what truly differentiated PSG: authenticity, technical excellence and a people-first culture.

The challenge was clear, CWA had to create a brand strategy and identity that elevated PSG above competitors, projected confidence and signalled that the future was here already.

Gathering insights and expertise

As well as informing our creative, CWA followed a focused research methodology to ensure that our strategic advice and guidance to PSG came from a place of clear insight and understanding.

Our plan involved extensive sector and competitor desk research, internal and external target audience profiling, interviews with stakeholders at all levels, and ongoing management collaboration.

While it was clear that PSG delivered the solutions customers required, and manufacturers trusted in them as a long-term partner, these exceptionally strong one-to-one existing relationships would not be enough to support their growth ambitions into new sectors.

Equally, while people internally deeply believed in the company, to continue to grow effectively, the brand needed structure and a united voice to cut through the sector ‘noise’, without losing the traits which had made it so successful.

Informed by a combination of the insight gathered and our existing sector knowledge and expertise, CWA was then able to assert with confidence that PSG needed to be much bolder outwardly – specifically in relation to its positioning and brand persona.

Collaborating to meet objectives

Delivering this transformation required deep collaboration. Working in partnership with senior stakeholders, our aim was to get under the skin of the sales funnel and marketing touchpoints. This gave PSG a deep sense that brand permeated at all levels and that the journey they were on was not just about their logo.

We presented one confident option in a phased approach so by the time it was launched internally, it was already engrained, understood and supported by the senior team.

It was not all plain sailing. We had long conversations about logo adaptations and photography. However, by directly addressing initial concerns, finding solutions and being there when needed, CWA created a brand that everyone internally and externally felt part of and could champion.

The result was a unified, future-ready identity that met every strategic objective and positioned PSG as a confident leader in the sector. It reflects who they are and brings out their ambition and core strength – connection. PSG not only build physical connections with their products – the whole company culture is built around connection and collaboration.

Delivering added value results

The outcome has been transformative for the business.

Our creative execution reflects a deep understanding of the business opportunity, applied in a way no other brand in the sector has dared to even consider.

This was not just a rebrand, it was a repositioning for growth in a rapidly evolving industry. PSG is ready to lead the way, with a brand that fully reflects its ambition and future aspirations.

Testimonials

From the outset, CWA demonstrated an exceptional depth of understanding of our business, our values, and our audience. They didn’t just deliver a creative solution; they delivered the right one. The branding they developed was not only visually impactful and strategically sound, but it also resonated deeply across our organisation, and with our external stakeholders. The feedback has been overwhelmingly positive, from the team internally, through to our external partners commenting on the boldness and relevance of the new brand proposition.

Celeste Morrissey

Head of Marketing, Power Supplies Group (PSG)

See how we can work together to achieve results

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