Rebrand and beyond

Renaming a B2B technology brand



  • Branding
  • Website
  • Strategy
Our Task

It takes world-class technology to optimise energy-hungry assets with zero impact to operations — and tangible benefits to revenue. That's what GridBeyond does. Its brand just wasn't doing enough.

GridBeyond, formerly Endeco Technologies, wanted a new name, brand and website that captured its passion and engineering expertise and resonated with customers seeking energy based savings, trading and performance monitoring.

"Really happy with the work Don't be Shy have done for us. They know our business well now, and interactions are effortless. They are always flexible, always helpful and always honest. From the initial RFP, Don't be Shy stood out and they continue to do so. And, more importantly, their work ensures our business stands out too."
Testimonial shape
Marketing Manager
Abigail Gatt
Gridbeyond Gridbeyond

Have you tried to find a new brand name you can also trademark and purchase a '.com' domain for, lately?

It's hard. Combine that with positioning a product customers don't have to pay for (really), a set-in-stone deadline for retiring the old brand name, and bringing the new brand to life digitally, and you've got yourself a tricky task.

What we did...

What we did shape

First things first. All key stakeholders in the same space, bringing to bear their expertise and experience to achieve consensus on the deceptively tricky question: just who are we exactly?

Of course, the answer depends on who you're targeting. That's why, in addition to a brand focused workshop, GridBeyond also dedicated time to understand their audience. These energetic sessions resulted in a surplus of insights, which informed the creation of the following core assets:

Gridbeyond Gridbeyond Gridbeyond

Before we could create a new visual identity, we needed a name. Something that perfectly encapsulated how the business partners with the grid and helps customers to balance energy usage and optimise revenue. Something we could trademark.

Together, we brainstormed over 50 potential names before narrowing them down to just a few options which were voted on by the business. GridBeyond, of course, was the clear winner.

The logo and colourway brought the name — and what it stands for — to life:

  • Digital-first visual branding that made use of colours that work best on-screen — befitting a digitally-focused brand
  • Shapes, gradients and colours that gave us plenty to work with when it came to wider brand application
  • A logo subtly evoking the brand’s Irish heritage
  • An emblem with an 'infinity' symbol hidden within the negative space, to signify the ongoing transfer and balancing of energy between businesses and the grid

Every element of the brand was devised to deliver a consistent and compelling aesthetic across all collateral:

  • An illustrative style with a 'joined up' feel that extended the infinity metaphor
  • Fonts, iconography and layouts to complement the simple yet forward-looking brand
  • Brand guidelines book that ensured everything was reproducible and consistent
  • Photographic style that allowed GridBeyond to use stock photography in a distinctive way easily in-house

With a name change comes a new domain. To counter the inevitable hit to SEO, we had the challenge — and opportunity — to make the site much deeper, more content rich, and easier to navigate for end users. And, of course, bring the brand to life in a completely new online experience.

  • New site architecture that clearly explained complex technology to an audience that may have been unaware of the category, while showing the best of the people and processes behind it
  • Features for region-specific content based on IP geotargeting
  • Transformed 'Insights' area to highlight GridBeyond’s valuable content and CPD certified academy webinars
  • Multiple information capture and lead conversion opportunities
  • Highly flexible component-based method built using WordPress and integrating with existing martech, including Pardot and LiveChat

What happened next...

31% increase in new users
41% increase in returning visitors
15% increase in session duration
"Our rebrand was a success because of Don't be Shy's insight, expertise and creativity. The team did an exceptional job of understanding our business and vision, and then distilling the essence of it into a new brand which we're really pleased with."
Testimonial shape
Marketing Manager
Abigail Gatt

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