Orano
Transform the perception of nuclear energy by building the Orano brand
Brand
Brand
Brand
Energy & Industry
Energy & Industry
Energy & Industry
#data #elearning #marketingStrategy #designThinking #creativeAgility #training
↳ Context
During the restructuring of the Areva Group in 2017, one of the entities became the exclusive carrier of activities related to the nuclear fuel cycle. Although it generates value both in France and internationally, nuclear energy was at the time not well understood by the general public and was not well received on a local level.
↳ Challenge
How can we make this new entity an attractive company in a context of distrust?
↳ Strategy
Reaffirm the legitimacy and relevance of nuclear energy by showcasing its economic, energy, and human value.
↳ Achievements
Branding
Positioning, brand platform, brand architecture
Naming, logo, and tagline “Let’s give nuclear its full value,” registered on all 5 continents
Campaigns
Educational
Communications providing factual and data-driven insights on the various debates surrounding the brand and energy sector.Employer Branding
Messages that highlight how nuclear careers align with the expectations of committed young job seekers.
