AEL _the challenge

All brands need to evolve to remain effective in dynamic markets and to properly represent business aspirations. AEL management identified that there was an area of concern, in that AEL was seen to be overly reliant on their heritage and reputation. AEL felt that their Brand needed to be re-energised, and it approached Switch to define their brand strategy and evolve its Brand identity.

_the solution

In defining the AEL Brand, Switch identified ‘meticulous care’ as the brand essence for AEL. Extrapolating from the Brand essence and the core competency, AEL’s vision has been defined as 'unearthing wealth' by meticulously providing the mining industry with carefully controlled energy.