RS

Shifting perspectives

An FTSE 100 company on a global transformation journey, industrial product and service solutions provider RS Group was looking for a new identity to reflect its restructuring, moving from a disconnected house of brands to one cohesive branded house. The team enlisted our help to develop a purposeful brand story and identity that would elevate the internal business ambition and provide cohesion and consistency across the board, creating a simpler, more holistic story.

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HUMANMACHINE

The Tension

RS required a new identity system which translated their recent transformation and provided a common thread to represent the different propositions within the new brand. Our challenge was to express RS’ distinctive balance of technological excellence and human creativity in a new identity which addressed their purpose of ‘making amazing happen for a better world’. The move to a united RS brand presented the perfect opportunity to create a new world and showcase RS’ offer in the clearest way, making it easy to understand, to explain, and to sell.

The Power

A refreshed, digital-first brand identity system was developed to better reflect the future-facing mindset of the business and set a new industry-leading standard for design. Built around a simple yet flexible shape language, the new identity aims to emphasise the human creativity and imagination at play that’s so pivotal to unlocking innovation. The final result is a holistic and more cohesive identity which will drive RS' ambition to hold a market leading position in the industry.

“The new RS brand identity that we’ve created has helped future-proof and unify the business. It stands us alone in our market as a brand that is technology and digitally enabled but with a human touch. Thank you to the Elmwood team for their strategy, creativity, and support.”Jon White, Chief Marketing Officer at RS Group