Enerflex
With a $735 million acquisition, the CEO of global energy services company Enerflex aspires to lead the world toward a lower-carbon future.
After completing its largest acquisition ever, Enerflex was well on its way to achieving greater scale and efficiency. As importantly, the company had the opportunity to deliver on a higher purpose: applying innovation and engineering talent to build a more sustainable and prosperous future. This lofty aspiration held the potential to unite the two workforces, recruit the world’s best talent and attract an even broader customer base.
Extensive internal and external research, both qualitative and quantitative, proved eye-opening to the company’s management team. We learned that Enerflex’s innovation and energy transition leadership position was not universally appreciated by the marketplace. Customers and prospects, unsure where the natural gas market was headed, lacked a true partner to help them navigate this uncertain future. The company wanted to be known for its expertise and services but was still largely seen as a manufacturer. And while employees were energized by the prospect of helping to create a more sustainable future, they wanted greater clarity around how their contribution to the company’s success would be recognized and valued.
The new brand went directly at these issues by emphasizing the company’s role in building the future … starting today. Everything about the brand—the language, the visual elements, the tone of voice—worked together to drive home a singular idea: transforming energy through partnerships built on innovation, grit and determination. The brand showed customers and prospects that they now had a trusted partner who could support them today while illuminating a path to a better energy future. “Tomorrow Starts Today” inspired employees to think about the company, and its future, in new ways.
Detailed experience principles guided all Enerflex employees in living the new brand at all touchpoints, internal and external. Comprehensive message mapping created targeted language aimed at specific markets and personas across their journeys. Deployed through a wide range of branded experiences, from a completely new website to new sales presentations and tradeshow exhibits, the “Tomorrow Starts Today” brand has energized the Enerflex workforce and engaged a global audience seeking a better energy future.
Our new brand is fantastic—a true reflection of our aspirations for our business.