Rebranding for business integration

IDA Ireland Global Connectivity

Client intent

Rebranding the PRL Group of companies on foot of business acquisitions in a strategy to drive business integration, market relevance and sales effectiveness.

The project

Following a three-way pitch, BrandCreate was commissioned to work comprehensively across all strata of the business and its in-company teams to fully engage employees around a new fit-for-purpose, forward-looking customer proposition and brand architecture to guide future direction, product innovation and market value-add.

A comprehensive market and in-company research and workshop programme was a key feature of the project as was visual rebranding and follow-through to internalise brand values and behaviour across the group’s management and employee base.

The challenge

The specific challenge of this rebranding assignment was the development of a singular brand proposition and architecture in order to unify a diverse array of very different business services which were delivered by recently acquired companies. This work was tasked with establishing a singular core proposition and making an evaluation of the existing brands before planning their future relationship to a new overall group vision and values-set, visual identity and brand communications programme.

The outcome

The outcome of this assignment was the delivery of a new brand strategy, identity and communications programme comprising pan-company employee branding as well as external marketplace communications, both in traditional and digital formats including website and video creation. Employees and customers alike are being engaged by an exciting and business-transforming communications campaign and roll-out programme. This is repositioning the understanding, capability and relevance of PRL to its employee base, to national and international markets and to traditional and new target market sectors.


“BrandCreate supported us in developing and implementing a new unifying brand strategy to unlock opportunity for our expanded service proposition. Together we created an exciting brand-centric proposition and a new brand identity to meet our strategic agenda for the future. The BrandCreate team, expertise and toolbox were central to a really superb outcome and we were delighted with how professionally and flexibly the team worked with us at all times across all phases of the rebrand programme”

Michael Finlay, Managing Director PRL

With over 80 years experience in providing supply-chain solutions, PRL today specialises in Logistical Solutions, In-Market Solutions and Integrated Services. In 2017, five companies were united into one integrated, rebranded business with a combined turnover of €100 million, employing more than 1,100 people. In so doing, PRL has marked its leadership position in the market and has set a new industry standard for service excellence and innovation.