Allteck is North America’s largest provider of infrastructure services for electric power, oil, and gas industries. A company of Quanta Services, Allteck provides highly specialized electric transmission and distribution services in industries including utility providers, oil and gas, mining operations, plus solar and wind power generation.
Challenge and Opportunity
Allteck identified the need to conduct an audit of all brand touchpoints for Allteck, to see what about the visual identity was working and what wasn’t. Allteck engaged our branding agency for the audit, to determine whether the brand had a well-defined and consistent visual identity.
We found that while Allteck’s brand is well known in their sector, the visual brand identity was outdated and not representative of where the company is today. Allteck engages in highly specialized work, that requires a great attention to safety and the details. It is these qualities that make Allteck a leader in their industry and their visual identity did not communicate this. Allteck knew that if they wished to solidify their position as a leader in Canada, and grow market share in the United States, it needed to better define its key brand attributes as an organization, and have this reflected in a new visual identity.
Carter Hales developed a visual identity system that was an evolution, rather than a revolution. The bold “A”, the lightning bolt, and the use of red was well known as being Allteck. We took these visual elements and carried them into the new visual identity system. This allowed Allteck to keep their brand equity while clearly communicating to new and existing partners that the company was the same hardworking, dependable Allteck but with a refreshed look that better represented their leadership position in the industry.