The national charity for the electrical, electronics and energy industries today revealed its new name and visual identity. The Electrical Industries Charity is the new name for the Electrical & Electronics Industries Benevolent Association.
Jill Nadolski, Operations Manager, said: “There was a clear case for change. Market research conducted in 2012 showed that the EEIBA brand did little to convey the charity’s purpose. We needed something that people would understand instantly and an image that says we are an energising force that connects with people.”
The charity’s rebrand is the first part of a wider strategic plan to build its position at the heart of helping the industries support their own people.
Pauline Cooke, President of the Council and Chairman of Trustees, said: The Electrical Industries Charity delivers the practical support people need to get back on their feet. Supporting the wellbeing of people in our industries is actually good for business.”
Leading charity branding agency Spencer du Bois was appointed in April 2013 following a rigorous tendering process. During the summer stakeholder workshops were run to ensure the charity’s true essence was captured by the agency. The Electrical Industries Charity was chosen from a list of potential new names through a web survey of key supporters. And finally the logo was created and approved by the charity’s Board at its AGM in October.
The charity has also rebranded its website, Twitter and Facebook pages.