Turning 40+ energy brands into one stronger masterbrand.

E.ON had a clear corporate purpose and a significant presence across Europe. But beneath the masterbrand sat more than 40 regional and legacy brands, creating complexity for customers and limiting the ability of E.ON to build equity across markets.

Partnering with R/GA Berlin, I worked across the organisation to redefine the role of the E.ON masterbrand and create a simpler architecture for the business.

The strategy moved E.ON towards a more unified model, bringing regional brands closer to the masterbrand, establishing clearer principles for what should carry the E.ON name, and creating the governance needed to manage the portfolio consistently.

Extensive engagement and training across markets helped teams understand not just the new architecture, but how to apply it, turning a brand strategy into a practical framework for a more coherent organisation.