Project
Info
With more than 50 years of collective experience across its team, Maidenhead Electrical had reached a point where its identity no longer reflected the scale, ambition or breadth of the business. Having spent years operating under a brand that felt increasingly dated and esoteric, the team recognised they had outgrown their existing look and needed a clearer, more distinctive direction for the future.
Our approach was to create something that felt genuinely reflective of the business, a brand identity built around the structure, expertise and breadth of what mel Group actually does.
At the heart of the rebrand is a new identity for mel Group, centred around a refined, highly considered logo mark. Constructed from four individual elements, the symbol represents the group’s four core service offerings, while its negative space subtly forms the number four. This creates a visual device with meaning built into its construction, giving the identity a sense of purpose beyond simply looking distinctive. We carried this thinking through into a complete reworking of the digital experience. Rather than treating the website as a straightforward showcase, we designed a more considered platform for mel Group to demonstrate the depth of its expertise and the complexity of the work it delivers.
A bespoke case study system gives the team space to tell the story behind selected projects, detailing how each was approached, managed and delivered, as well as showcasing the finished results. Projects are organised across mel Group’s four service areas, creating a more intuitive journey for prospective clients and allowing them to explore work that closely aligns with their own requirements.
Elsewhere, news and insight have been given a dedicated and more purposeful home, while the routes into the business have been carefully reconsidered. Contact and quotation journeys are now clearer and more accessible, making it easier for prospective clients to connect with the right people at the right point in their decision-making process.
After more than a decade under its previous identity, mel Group now has a brand and digital presence designed around where the business is going, not simply where it has been. A more distinctive, meaningful and considered expression of the team, its expertise and the four disciplines at the heart of the business.
