Iberdrola Transformation – A global brand of sustainable energy
By understanding the key future challenges and driving forces in the energy sector and the issues that Iberdrola would face, we saw an opportunity to redefine what an energy company should be in the future to advance society.
Iberdrola’s heritage in environmental and renewable investments became the basis for a new strategic vision anchored in energy sustainability and renewables. To drive this ambitious programme, we provided Iberdrola with a new Corporate Vision System® that would trigger a cultural transformation permeating all areas of the organisation and set it apart from its competitors in energy.
By understanding future customer needs and demands in energy, Gold Mercury has also enhanced the meaning and purpose of Iberdrola. It repositioned the company in the eyes of its millions of customers and stakeholders as a ‘caring and trusted brand’, in tune with their interests and ‘life needs’.
To implement the new vision we created a new global brand programme to be used as the key communications vector internally and externally. The new brandmark designed by Gold Mercury is comprised of three integrated components: a leaf, a drop and a flame. The green leaf symbolises nature, the blue drop represents water and air and the flame represents earth and fire. All are natural elements that Iberdrola transforms into energy. Gold Mercury also implemented a training programme to introduce the new strategic vision to staff. The new Corporate Vision System® has positioned Iberdrola as a corporate and brand reputation leader in energy, selected by reputable global indexes such as the Dow Jones Sustainability Index.