One Mitie: Unifying 19 Acquired Brands
Over the past five years, Mitie has acquired 19 specialist businesses, each bringing distinct expertise to strengthen and expand its service offering.
To bring these businesses into the Mitie family, a consistent system was required—one that aligned with Mitie’s brand while retaining the key elements of each individual identity.
Working together, we developed a successful approach that enabled each business to operate independently, as part of Mitie, and collectively within aligned groups delivering similar services.
Senior Designer
Brand Identity, Strategic Systems, Creative Direction
All 19 businesses had been acquired at various periods of time. Some had already been operating within Mitie for a few years, whilst others had only been acquired a few months. This had created various brand inconsistencies, no central place to find information on the Mergers & Acquisitions (M&A) activities and ultimately no clear indication that they are part of the Mitie family.
Below is a small example of the mismatch of branding Including various endorsements (Mitie business, Mitie Company) various logo sizes and different ways to show the logos together.
Proposed strategy
and approach
After market research and best practice examples, we designers, marketers presented to the stakeholders within all 19 businesses and agreed the necessary steps to transition all brands under the Mitie umbrella. Our solution was to:
create one endorsement logo that connects everything to Mitie.
create a system when multiple businesses are appeared together
keep the acquired names as they were, to keep their credibility within their industry
tweak the current brands look and feel to align with Mitie’s typography, colours, graphical style and Tone of Voice etc. (e.g Rock Power’s red will be updated to Mitie’s red within our colour palette)
A successful outcome we followed was to create a set of acquired business brands that work alone and work as part of Mitie and in groups with the other acquired businesses.
Following conversations with stakeholders across all 19 businesses, we identified “part of Mitie” as the most effective endorsement. It established individual credibility while reinforcing each business’s role and contribution within the Mitie group.
We then delivered against the brief by creating a unified logo system and consistent visual identity, allowing for subtle variations by business, and rolled this out across the organisation.
