NRG Pallas merger and corporate rebranding
Services by BR-ND People: Brand strategy (purpose, mission, vision, proposition, positioning, portfolio); Brand expression (naming, design); Brand culture (team sessions, values, behaviour, employer branding)
Background
NRG plays an important role in the research, development and manufacture of nuclear medicines. NRG also researches and advises on safe nuclear energy for existing nuclear power plants and new innovative concepts such as a thorium reactor. NRG has branches in Petten and Arnhem.
Since 2012, NRG has experienced major growth as a manufacturer of raw materials for nuclear medicines worldwide. NRG is now the market leader in Europe in medical isotopes for diagnostic research into cancer and heart disease. More than 30,000 patients are treated daily with products from Petten.
Challenge
BR-ND People was asked to advise on brand portfolio and brand positioning, especially in the medical isotopes market, as a key growth pillar towards the future of the organization. Additionally, we advised on the brand strategy of the entire organization and its various organizational units.
Results
We developed an entirely new brand identity (logo, symbolism, etc.) for the visual expression. This identity is now brought to life through the application on websites, international trade shows, and various forms of brand communication.
Employer branding
Next to developing the NRG corporate identity, we also gave shape to employer branding communication.
