Merging the best of two global, pioneering brands to create a new energy technology leader

In 2020, ABB spun out its Power Grids division into a new Joint Venture with Hitachi. This merged the combined heritage of over 230 years, bringing together Hitachi’s advanced digital technologies and ABB’s pioneering energy system solutions. With the interim name of Hitachi ABB Power Grids, this JV became one of the key technology partners for energy networks.

At the start of 2021 the leadership began the process of defining the new identity and name for the JV, with the aim of being seen as a leader in creating and distributing solutions that could accelerate the energy transition.

They needed to articulate this vision to key stakeholders, both internal and external and help reinforce Hitachi’s messages around social innovation. Straightline was asked to develop engaging messaging and brand strategies to position the JV as a global technology leader driven to usher in the new energy future.

Straightline developed key insights through analysis of internal and voice-of-the-customer interviews. Based on this understanding of the changing nature of the industry as it faces the energy transition, we worked closely with the leadership team to develop a new name that could reflect the businesses evolution through this rapidly changing landscape –  Hitachi Energy.

This name was a closer fit for the purpose we developed with the team, “advancing a sustainable energy future for all,” that articulated the company’s new vision and mission. The next step was to bring this to life. We developed key messages and activations to announce and celebrate their new identity that would resonate with stakeholders and increase awareness.

We supported the strategic comms plan for the launch of the new name and shaped key pieces of communications such as press releases, launch video, and scripts. We continue to work closely with Hitachi Energy today as they strengthen their position as leaders in the energy transition.