The development of the brand's identity began with research into its values. This research established six key themes Re-positioning the brand as 'DONG Energy for Business' adds gravitas to the company. Previously known as DONG Energy Sales, an incredibly competitive marketplace called for a more SEO-friendly name Early planning and strategy for advertising campaign and website launch The new sitemap has divided the site into structured sections; information is now clearly segmented. Pages were created to optimise search traffic - for example, specific sectors had their own landing page - Energy for Restaurants A distinctive look and feel was developed to represent DONG Energy's revived value statements The new homepage - to add interest, the graphic devices are often combined with cut-out photography. Imagery focuses on people, as research reveals that DONG Energy for Business is a people-centred brand Depending on content and viewing platforms, the graphic device can be scaled up or down. It forms a memorable and recognisable aspect of the brand identity. Mailchimp was used keep current and interested customers up-to-date Adverts in the national press position DONG Energy as personable and approachable through copywriting, image selection, and a bright colour palette The copywriting takes a 'call to action' positioning: the tone is clear, dynamic and direct In online spaces, the combination of strong, concise copywriting and bold red colour positions DONG Energy for Business as a memorable and unique brand A number of printed materials were produced for the sales team. The look and feel aligns seamlessly with the new website. Strong use of white space enhances the graphic devices and gives DONG Energy for Business a clean, contemporary look and feel.