Reinvigorating a legendary brand

The relationship with technology giant Altron began through one of its listed subsidiaries, Altech. Intergroup was invited to brand the new Telecommunications Multimedia and Technology division (TMT). The objective was to unite Altron subsidiaries; Altech and Bytes Technology Group, under one umbrella.

Instead of creating the new TMT brand, Intergroup suggested rebranding the Altron Group. The solution involved building a migration strategy that would assist Altron in shifting from a holding company to an operating company. The supporting brand architecture and product portfolio strategy was developed to deliver against various short and long-term goals, as well as the aligned visual language across the divisional brands (Altron TMT and Altron Power).

Altron is a 40 year old organisation and this was the first rebrand they had embarked upon. The market response was positive, with wide media coverage and their financial results showed a 42.5% increase in headline earnings per share in the first year. Furthermore, this was the first significant shift in their business strategy at a corporate level (from holding to operating).

Intergroup became their consultancy partner holding the “blueprint” towards activating their long-term strategy, helping connect the dots across their organisation and bringing their teams closer together through strict governance models. Our thought leadership at an executive level opened doors with leaders of the various business units to align their brand to their long-term corporate brand vision.

AdFocus Agency of the Year Award project.

Silver Medalist, Creativity Awards.

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