Whilst the need for a new company within the Valleys to Coast group structure had been identified, the challenge remained to develop a name, a proposition, and an identity for this new entity that would feel part of the Valleys to Coast family. At all times, it was vital to consider both the internal and external brand requirements.
Our insight-gathering and research phase of the project allowed us to help shape the brand strategy for the new venture. By understanding the internal and external needs of the business, the culture, personality, values and ambitions of the Valleys to Coast Group, we could propose a way forward for the brand development.
Developing the right name for any type of business is no easy task. The naming methodology that we have developed over the years helps to guide organisations through a creative, collaborative and logical process. We facilitated a series of workshops with internal and external stakeholders, agreeing on the naming criteria and exploring naming options. This work led us to the chosen name, Llanw.
Llanw means ‘tide’ in Welsh. This name embodies the idea of a dynamic and responsive approach to business operations. It represents a commitment to embracing and harnessing the energy of change and renewal. The name represents the ebb and flow of the natural world and the cyclical nature of repairs and maintenance. The Welsh word adds a touch of cultural depth, connecting to the natural environment and their base in South Wales — these were important criteria to ensure the subsidiary feels a part of the Valley to Coast family.
Our brand idea focused on adding depth (excuse the pun) to the Llanw name. We developed the brand idea around the ability to ‘rise to every challenge’, inspired by the tidal theme from the name and the culture within the organisation.
We created a brand new visual and verbal identity for Llanw. The identity itself represents collaboration, strength and evolution. In addition to the visual elements, we defined Llanw’s messaging to align with the core proposition and Valleys to Coast brand DNA. The identity and messaging were brought to life across all brand touchpoints, providing a platform for the internal communications team to manage a vibrant, interesting, and personable brand.
Amazing! We absolutely love the branding and the storytelling behind it. Thank you so much for turning this around so quickly ready for our internal launch.
Laura Morris – Head of Communications & Engagement