Uniting an organisation behind a new brand


Exertis is the fourth largest consumer electronics supply chain business in Europe.

It was established by DCC when they acquired and merged ten seperate businesses to form a new company with over two thousand employees in forty locations across Europe, and a turnover of over two billion euros.

We created a new brand to unify and present the new company to its staff and customers.

Our Role

  • Qualitative and quantitative research
  • Stakeholder workshops
  • Brand Essence and Positioning
  • Digital communications strategy and plan
  • Creative development
  • Marketing communication

Our challenge was to..

  • Create a new, single brand to unify staff and customers behind the merger of ten separate companies.
  • Create a brand that captures the hard working, flexible culture of the company.


  • Collaborative workshops with DCC parent company management and senior executives of subsidiaries.
  • Depth Interviews with in-market staff, European retailers, and consumer electronics vendors (e.g. Microsoft, Samsung etc.).


Each of the original ten companies were proud of the flexible and personal service they could deliver – a function of their smaller size versus competitors. It allowed them have closer relationships with retailers, and gave them better knowledge of their local markets. This meant they could deliver on the increasing amount of innovation being demanded by the big consumer electronics brands. The strategy was to capture the those ‘small company’ benefits in a brand that could also promise the ‘big company’ benefits made possible by the merger.

Our Solution

We developed a new brand positioning and brand name based on the ability of the new organisation to work harder and smarter for clients.

From this we created a clear, strong identity for Exertis, which set it apart from the competition. Red was chosen as the primary colour for a visual design system that would deliver cut through on buildings, depots, trucks and vans all over Europe.

The brand was launched in eleven different countries in 2013.

The Results

“We engaged Originate in a pan-European repositioning of our operating brands. They led the project from start to finish providing excellent insight and leadership…..our business has gone from strength to strength and recognition across our customer and supplier set has increased significantly….”

Kevin Lucey, Exertis Development Director.

Digital Media, Channels and Platforms

Social Media | Website | Mobile | Advertising | Display | Print | Signage | Documentation | Brochures |  Powerpoint | Video | Letterheads | Business Cards | Transport Livery | Outdoor

Exertis stands apart from its competitors by having greater flexibility, stronger retailer relationships, and better local expertise.

New brand positioning and brand name based on the ability of the new organisation to work harder and smarter for clients.