PGNiG SA was Poland’s state-owned natural gas company, and it was clear that market liberalization might jeopardize its leadership. Ongoing restructuring and imminent privatization would also challenge the status quo. Even though the company provided almost all Polish households with natural gas, brand awareness was remarkably low. The brand identity was perceived as being adequate for a coalmine and lacked forward-looking vision and friendliness toward clients and the environment. The corporate identity was also full of inconsistencies between the name, symbols and style.

Support the company’s transition from a state-owned monopoly to a market-oriented company by building the corporate brand of PGNiG SA (positioning, brand identity and its use within the PGNiG Group, the corporate identity system).

A new positioning that reflects the broadened scope of the company’s activity as well as its future development: a provider of energy solutions. Clients are promised more comfort at home and in the workplace thanks to uninterrupted service backed by years of expertise. The brand icon is associated with energy solutions; the style and color convey modernity and dynamism for a client-oriented company. The simple navy blue, bold logotype evokes trustworthiness and professionalism. A global and common treatment of the brand was made across this huge organization is mirrored on logos, names and style.