Responding to changing needs

When the UK’s largest equipment rental company undergoes a major rebrand, it’s always going to be a big story.

With a go-live date of June 2020, ICG supported the rebrand of A-Plant to Sunbelt Rentals which included the alignment of 18 specialist divisions under one single identity.

This was all managed virtually during the first lockdown, with teams working on multiple projects in tandem to support Sunbelt’s vision ‘to own the future of rental’.

Implementing the rebrand

The implementation of the rebrand across the company required the ICG team to update a large volume of marketing collateral.

We worked closely with the internal marketing team, and other partner agencies to identify urgent requirements such as tender documents, key sector brochures and case studies.

As well as a new suite of photography, existing imagery was retouched and recoloured with the new brand.

We booked and managed trade media buying for the relaunch, placing full page print ads as well as digital web page takeovers in key publications.

Since the start of the rebrand, ICG has updated over 500 pieces of collateral.

Supporting the Sunbelt Team Section on external / internal comms

As well as helping with the rebrand and providing designed assets, the ICG team also supplies internal and external communications support.

This includes writing captivating posts for ‘Interaction’ Sunbelts internal communication platform, engaging members of staff with the monthly #SunbeltSpotted competition and keeping everyone up to date with important business news and events.

Recently we have been supporting them with their upcoming ‘Let’s Move’ campaign which launched in July and will take place in September, encouraging staff to keep healthy and move more.

Externally, ICG supports the team with writing and distributing press releases, building relationships with key sector publications and scoping out any forward feature opportunities to raise the profile of the business.

Power of Sunbelt magazine

Each Winter, Sunbelt produces a 64 page staff magazine called Power of Sunbelt, showcasing the people and projects the company has undertaken during the year.

As well as re-using press releases and content already gathered, ICG interview staff across the business from the Boardroom to apprentices and write new editorial.

The creative team produce the design, ensuring a dynamic pace and flow, using a mix of full page photography and bold corporate colours to bring the magazine to life. The response to the publication has been really positive, and planning for the next issue has already begun!

Having the ICG team drive through creating the content and design made for a very smooth and on-time deliver of the magazine.

I genuinely could not have wished for a better level of service.

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