When Herbert Electrical and Rimu Electrical came together, the real challenge wasn't picking a new name, it was making sure two established businesses, each with their own history and customer relationships, felt genuinely unified from day one.

Smokeylemon started where every good rebrand should: with strategy. Before any design work began, we worked through what the merger actually meant: who the combined business now served, what it needed to stand for, and how it should be positioned against competitors who'd watched two players become one. That groundwork shaped every decision that followed, so the brand wasn't just new, it was deliberate.

With strategy locked in, we moved into brand development: a new colour palette and visual identity that respected the strength of both legacy companies while giving HEL Rimu its own identity. From there we designed the full brand suite, including printed booklets and collateral, giving the team physical, consistent materials to use from launch day.

Execution came last, by design: a new website built to reflect the merged business clearly and professionally, followed by a marketing programme designed to introduce HEL Rimu to the market and build momentum from the outset.

That relationship hasn't stopped at launch. We manage HEL Rimu's monthly marketing spend on an ongoing basis, tracking performance and industry trends, and working closely with their internal marketing team so every campaign still ties back to the strategy we set at the start.

The result is a brand that's unified in more than just appearance, it was built unified from the strategy outward, with messaging, visuals, and marketing that all pull in the same direction as the business keeps growing.