Propaganda Brand Consultancy has delivered a rapid rebrand for battery specialist Ecobat Battery, relaunching the business as Veloris following its acquisition by private equity firm Endless LLP.
Propaganda was tasked with redefining the brand’s strategy, positioning and identity at pace, ensuring the newly independent business was ready to hit the ground running post-acquisition.
Through its proprietary Brand Discovery™ process, Propaganda conducted in-depth interviews with Veloris’ internal teams, customers and suppliers across Europe to uncover its unique role within an increasingly complex and regulated battery market.
The result is a new name, brand and proposition that reflect the business’ scale, expertise and ambition. Positioned as ‘The Battery Partner,’ the new Veloris brand reflects this aspiration, establishing the battery specialist as a trusted partner delivering certainty and confidence across the stored energy sector. As battery technologies evolve and compliance requirements continue to increase, this new brand positions Veloris to deliver expertise, certainty and value for its partners and the wider market.
The rebrand marks a pivotal moment for the business, which was required to move quickly to establish a new, independent identity after separating from the US-based Ecobat Group. Propaganda’s scope included new brand strategy and positioning, corporate visual identity and brand guidelines, brand imagery and collateral, a new global corporate website, and a supporting social media strategy.
Veloris has a network of distribution hubs across the UK, Ireland, France, the Netherlands, Belgium and Spain, positioning it as Europe’s intelligent battery network. Veloris is poised to connect manufacturers to markets, brands to channels, and end-customers to the best advice and innovation, delivering expertise and confidence.
Russell McBurnie, CEO of Veloris, said: “This is a defining moment for our business, and we needed more than a rebrand, we needed absolute clarity, quickly. Propaganda brought a depth of strategic thinking and sector understanding that allowed us to move fast without compromise. Their research cut straight to what makes us different, giving us a clear, confident direction at a critical point in our journey. They’ve been a trusted partner throughout, helping us establish Veloris and positioning us for accelerated growth across Europe.”
Tom Callaghan, Managing Director at Endless LLP, said: “Across our portfolio, Propaganda have consistently demonstrated an ability to combine strategic rigour with commercial pace, exactly what was needed in this situation. They have once again delivered a brand and proposition that strengthens the business for long-term value creation.”
Craig Harrold, Director at Propaganda, said: “This was never about simply creating a new name or visual identity. Veloris needed a brand that could stand up immediately as an independent, pan-European business in a complex and highly regulated sector. Through our Brand Discovery™ process, we were able to uncover a clear, differentiated role for the business and translate that into a confident brand strategy and identity. The result is a platform that gives Veloris credibility and momentum, enabling them to own their position as trusted experts in the field.