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Moving life forward



Amey plc is a leading infrastructure services company. When private equity firm Rubicon Partners bought Amey’s utilities arm, we were asked to help launch the ‘new’ business. How did we create a completely new brand, from name to website, that reflected the energy of the new management team, galvanised existing employees and stood out in the market?


Competitors in the utilities infrastructure sector generally build their brands around their (undifferentiated) products, leading to overly rational and functional comms.  But their utility company clients are looking for more – for a forward-thinking partner that understands their needs, and those of their customers, in a rapidly-changing world. From this understanding of the market, we developed our insight: utilities infrastructure is the lifeblood of modern society, improving people’s lives and helping the economy grow.

Powerfully Simple Solution

This was a truly top-to-tail branding project. We worked closely with the private equity firm and existing Amey team to create a name for the newco, Avove; an original and ownable blend of ‘advance’ and ‘evolve’. The new name provided the launchpad for the brand positioning ‘Moving life forward’, as well inspiring a dynamic visual identity that has been applied across audience touchpoints and the Avove website, which we also developed.


Launched in April 2022, the new brand has been embraced by employees, clients and stakeholders.
Chris Elliot, Business Services Director, said, “A complex process involving multiple stakeholders needed clear thinking and a powerfully simple creative idea. That’s exactly what we got from Arthur. The new brand is something the whole team can get behind, and will provide us with real cut-through in the market.”

What Arthur Did?

  • Stakeholder management across PE Firm and existing Amey team
  • Brand Naming
  • Brand Positioning – set in the context of the competitor, market and audience insight
  • Brand Identity
  • Brand Guidelines
  • Website