Pacific Services Group (PSG) was the holding company for five separate state-based electrical contracting businesses around Australia. Each business within the group was in the top tier within their respective state. In 2008 Bluetorch partnered with BlenheimBrand to help create a truly national brand.

Designed by BlenheimBrand


While there was a short term risk in losing the individual brands of the separate businesses, it was critical for the group to establish a cohesive national brand to effectively compete with global rivals. A national brand would help each business compete for $50m+ construction contracts rather then the sub-$10m contracts they were currently attracting.

Designed by BlenheimBrand


A PSG masterbrand was established to create strong synergy across all the state based businesses. While individual brand names were retained, the separate business identities were dropped in favour of a connected brand architecture and nomenclature.

This strategy quickly establish the PSG brand nationally by utilising the existing equity of each local business. The brand was re-positioned as a professional services businesses, moving away from the current perception of an electrical contractor.

It was critical for the visual identity to encapsulate corporate professionalism while still retaining the entrepreneurial spirit of the businesses within the group. The new brand symbolises partnership, unity and new technologies, and effectively communicates the customer proposition ‘PSG: We make it happen’.

Designed by BlenheimBrand


Staff across the businesses embraced the change and have unified under the one brand. PSG has started to make waves nationally, aligning processes, uniting business development efforts and winning more lucrative national contracts.

Services included:

  • Qualitative interviews with 16 clients around Australia
  • Competitor audit and review
  • Brand and communication audit
  • Brand positioning and architecture strategy
  • Development of website structure
  • Brand implementation planning
  • Creative brief and management