Developing and launching Sunbelt’s new brand proposition

Sunbelt Brand Proposition Header


22 November 2021 by Team ITG

We’ve made an exceptional start to our partnership with Sunbelt Rentals, helping to define and launch a fresh new brand proposition that keeps it ahead of the curve in the rental sector.

The overriding aim of the relationship is to support Sunbelt in achieving its goal to ‘own the future of rental’.  Despite having only worked together since June 2021, we have a wide-ranging remit that covers strategy, creative, creative production, UX & UI, brand development, film and photography.

Our first project was a big one – working with Sunbelt to define a new brand proposition, as well as a go-to-market strategy for a number of industry-leading initiatives. Operating within such a unique sector, we had to develop a deep understanding of Sunbelt’s business, along with the diverse services it provides across multiple different industries.

Combining this specific knowledge of Sunbelt with broader industry insights, we developed a creative strategy that would help the brand stand out compared to its competitors.

The new brand proposition – ‘Leave The How To Us’ – was successfully launched internally to 4,000 employees in the UK and Ireland, before we took it to market through a carefully crafted omnichannel media strategy.

Following the launch, we’re continuing to focus on driving greater awareness of and engagement with Sunbelt across the industry, while delivering a host of new and exciting initiatives that will ensure the brand provides a consistently world-class customer rental experience.

We’ve received a phenomenal response to our work, with Alex Andrews, Sunbelt UK’s Marketing Director, saying, “As our lead marketing agency Team ITG have the people, skills, capabilities, experience and digital technologies to develop and deliver outstanding and effective brand development and campaign communications into our diverse end markets.”

Take a look at the stunning launch video for ‘Leave The How To Us’ by clicking here.

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