Delivering the right energy, with clarity and impact

A renewed brand expression to enhance visibility, value, and relevance for a leader in professional energy solutions.

As a leading distributor of electrical supplies and energy efficiency solutions, Rexel plays a vital — yet often unseen — role in powering the transformation of buildings, infrastructure, and industries. To align its image with its ambition to drive smarter, more sustainable energy use, the brand needed to assert its position as an enabler of the energy transition, while making its value proposition more visible and easier to understand.

In collaboration with Rexel, Lonsdale developed a clear, confident communication platform designed to express the brand’s commitment to delivering useful, accessible, and high-performance solutions for professionals across sectors. A new visual and editorial language was introduced to structure the offer, simplify navigation, and position Rexel as a partner in progress, working every day to distribute the right energy — to the right place, at the right time.

A renewed, inspiring, and future-oriented brand expression

This ambition is reflected in a reimagined identity:

• A modernized graphic territory with a vibrant color palette, proprietary typography, and an iconography that embodies dynamism and collaboration.
• A positive and engaging tone of communication reflecting Rexel’s proximity and expertise.

A 360° deployment for a brand on the move

To bring this new identity to life, we activated it across all of Rexel France’s touchpoints:

• Brand film to embody its mission and commitment.
• Inspiring and impactful communication campaigns.
• Social media brand content to engage audiences.
• Redesign of the webshop, improving the customer experience.
• Internal and commercial activations, especially around the Tour de France, a Rexel partnership.
• Launch of the media brand “Courant Positif,” highlighting those contributing to electrifying territories.
• Revamping the Rexel Expo event, becoming the flagship industry event, energizing the entire ecosystem.

Enhanced brand visibility across all dimensions

This transformation fully expresses itself across corporate, commercial, and employer dimensions, reaffirming Rexel France’s leadership in the energy transition.

“The work done with Lonsdale has been an inspiration for all our stakeholders and a key lever to strengthen our sense of belonging and craft a new narrative. With this new brand expression, we boldly affirm our performance and transformation ambitions. It opens new opportunities for us, such as our unprecedented partnership with the Tour de France – a first for a B2B company – which has proven to be a fantastic showcase for promoting the electrification of territories.” says Benoît Soulier, Communications Director at Rexel France.