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BRANDING NEWS: Carphone Warehouse B2B division rebrands | B2B Marketing


Opal’s new identity

Opal, the business-to-business division of The Carphone Warehouse Group, has undertaken a rebrand to facilitate the transformation of the company’s culture from a sales-oriented approach to a more consultative role.

The company, which provides business-focused communication solutions to over 100,000 UK businesses and has a turnover in excess of £360 million, appointed brand design consultancy Elmwood to develop a distinctive brand positioning, advise on the brand name and to create a new identity.

The rebrand will be supported by the development of a series of internal and external communications.

After consultation the brand decided to retain its already successful name, but has revamped its identity to include new connotations by forming the word ‘Opal’ from several different elements. The new branding is intended to reflect the business’ core sentiment of making the technologies of the 21st century networks fit for its clients; the transformation of the business into one, unified company; and to bring the business and customers’ needs together under a single banner. Opal aspired to create a bold, contemporary and clear reflection of the brand’s personality in this new identity.

This new branding has been implemented through the renaming of various of the company’s products and channels, a new distinctive tone of voice and brand guidelines, as well as in signage, websites, intranet, direct marketing templates and internal launch materials.

Feedback to the rebrand has thus far been very positive, according to Opal’s head of central marketing, Tamsin MacCormack. “The feedback we have had from everyone throughout Opal has been superb,” she says, adding, “The whole company feels like it is standing together behind our new flag.”


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