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Elmwood

Elmwood unveils new look for Opal

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By The Drum Team, Editorial

November 13, 2008 | 2 min read

Opal, the business-to-business division of The Carphone Warehouse Group, has been given a re-brand by Elmwood.

Elmwood was appointed following a through agency selection process, conducted by Recommended Agency Register, and was briefed to develop a distinctive brand positioning, advise on the brand name and create a new identity and guidelines.

Having made the decision not to change the firm's name, Elmwood created a new identity which forms the word Opal from a number of elements.

In addition to communicating the new positioning, Elmwood has also developed signage, websites, intranet, direct marketing templates and material for the internal launch.

Tamsin MacCormack, Opal’s head of central marketing, said: “The feedback we have had from everyone throughout Opal has been superb and the whole company feels like it is standing together behind our new flag.”

Opal has grown organically and by acquisition, and now has a turnover in excess of £360m with offices in Portsmouth, Oxford, Newbury, Northampton and Warrington.

The re-brand is understood to be a key part of the firm transforming its culture from a sales-orientated approach to being more consultative.

Elmwood

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