Prysmian
The planet’s pathways
Iconic moves start from within
In the dynamic world of energy transition, standing out as a leader requires not just innovative solutions but also a powerful brand presence.
Our latest move involved Prysmian, a global leader company in the energy transition sector, facing the critical challenge of evolving into a brand-driven organization. This transformation aimed to bolster their market presence, enhance brand distinctiveness, and solidify internal engagement.
This challenge was underscored by a pivotal moment: the announcement of a new leadership and launch of the new brand.
Prysmian – an energy transition giant – boosting its market presence
To kick off this transformative journey, we decide to bring to life the new payoff “the planet’s pathways” and activate it through an exclusive internal evening event for all employees at the headquarters, with a global livestream for international teams. The event was designed to be sensational, providing an opportunity for employees to personally connect with the new CEO and embrace the new direction of the company.
The event Pathways, held at Hangar Bicocca in Milan, featured speeches, special guests, and a special show to create an unforgettable experience. The event concluded with a spectacular Drones’ show that left a lasting impression, symbolizing the company’s innovative spirit and forward-thinking approach. A show lighting up the sky telling a story about the new pathways for the people and for the future.
We co-created this move together with Prysmian team and it has been produced in partnership with Dronestories.
This event was just the first step in a comprehensive brand strategy designed to support the client’s business growth. The success of this event highlights the importance of internal engagement and clear communication in driving brand evolution. By focusing on these elements, companies can effectively transition to a brand-driven approach, enhancing their market presence and leadership.
Driving new energy and intelligence everywhere
With 150 years of experience and 108 plants across 50 countries, Prysmian is the world leader in the energy and telecom cable and systems industry and a benchmark player in the energy transition and digital transformation, offering a wide product portfolio and proven experience and expertise in technological innovation.
In the last 20 years, Prysmian has expanded into new markets through transformational mergers and acquisitions, while delivering value to clients and communities and retaining a cohesive culture with all stakeholders. It was time for a change: in an ever-changing economic and social landscape, objectives must evolve to spearhead world’s need for energy transition and digital transformation.
At the end of 2023 Prysmian unveiled “Connect, to Lead,” the new strategy accompanied by financial and social targets designed to win in new organic growth area. It calls for a selective acceleration of investments to meet growing demand and set a 2027 target for in financial result (by reaching € 2bn EBIT), innovation, and energy-digital transition.
To empower this new step in the transformation of the brand, the group once again entrusted Interbrand. We have already had the chance to accompany the brand through determining phases of its journey: during the spin-off from Pirelli Group, during mergers and acquisitions, and for the launch of the first employee stock ownership plan.
A strong move into a purpose driven approach leveraging the brand’s strength in sustainability and innovation.
A bold transformation
Working across 4 offices (Milan, London, Madrid, São Paulo) in close collaboration with Prysmian, we charted the Group’s new course from past to future, defining the purpose ambition, the trajectory and creative canvas.
From a strategy point of view the collaboration reshaped the business to align with market dynamics and step into the future with a strong purpose “to empower human achievements and sustainable living everywhere”.
This is not just a new identity for the Group, but a real evolution of the brand that marks the line for a new era for the company, fitting into the new “Connect, to lead” strategy presented on the occasion of Capital Markets Day, held last October 5th in Naples. The new expression of Prysmian’s global brand, in fact, does not represent a simple declaration of intent, but a daily reminder that recalls the ambition of connecting millions of people to a more sustainable future, respect for the values on which the Group is founded and commitment to the growth of the world and local communities.
The new expression was built digital first symbolizes Prysmian’s determination to lead new energy-digital transition through cutting-edge solutions that respect the environment and address the continuously evolving demands of our society.
Representing the dynamic connections and the energy transition it also conveys the notion of our circular future, integrating gradient colors propelled energy and intelligence forward.
“Prysmian is uniquely placed to benefit from the opportunities presented by the structural changes arising from the convergence of the energy transition and digital transformation” CEO-designate Massimo Battaini.
Building a new pathway through energy and digital transformation
The new strategy and outline were unveiled during its Capital Markets Day. This appointment marked the rebranding as a tangible commitment, expanding Prysmian’s presence in new markets, delivering innovative solutions to an increasingly diverse audience, and reinforcing stakeholder commitment.
Through this work, Interbrand helped Prysmian to push the boundaries of electrification and digitalization, powering the circular economy and focusing on what matters most, wherever people are.
This move raises the bar on empowering the group’s people – creating more value for all the group’s stakeholders.
“This brand evolution is a pivotal asset that aligns with our ‘Connect, to Lead’ strategy, reflecting our dedication to sustainable development and innovation. The new visual identity not only embodies our commitment to connecting people to a sustainable future but also honors our founding values. Together with Interbrand, we are driving forward a brand that represents our mission to lead the energy and digital transformation, creating tangible value for our customers and communities.” said Cristina Bifulco, Chief Investor Relations, Sustainability and Communication Officer.