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When Dutch logistics group TNT decided to bring TNT Mail and Circular Distributors under one new brand - TNT Post - its aim was to create a postal services operator in the UK second only to Royal Mail. It also wished to bring Circular Distributors, which has been part of the TNT group for five years, under the TNT umbrella.

Preparation for the rebranding began at the start of the year, when the UK postal market was opened up to competition. This has allowed TNT to form two distinct businesses, Express and Post, which will trade across Europe.

After a pitch process, TNT chose Stratford-upon-Avon-based agency Sutcliffe Reynolds Fitzgerald to provide creative support for the rebranding.

Sutcliffe Reynolds Fitzgerald's aim was to design a visually striking brand, including images of a partial face in black and white, with orange eyes. Simon Dolph, head of sales and marketing at TNT Post, says: 'The visual aspect of the rebranding absorbs the vision, values and positioning of TNT Post and allows us to create differentiation through use of distinctly different imagery, photography, tone and attitude.

According to Dolph, the 'orange eyes' design is symbolic of the character of the TNT Post brand - eager, involved, committed, enterprising, challenging and results-oriented.

He adds: 'This signifies to our customers that there is a real alternative. It's sharp, dynamic, modern, innovative and flexible. The look and feel is strikingly different. It sets us apart. Its innovativeness supports our positioning.'

City public relations firm Financial Dynamics handled communications for the rebranding.

Dolph adds: 'As one company, TNT Post reinforces its position in the UK as the leading challenger to Royal Mail. It is the only other company in the UK that can deliver both addressed mail and unaddressed items such as doordrops and circular mail.'

TNT says it hopes the rebranding will help to increase its client base and that bringing the two services together will bolster its position in the UK market. Nick Wells, chief executive of TNT Post UK and TNT Post (Doordrop Media), says: 'Both sides of the business are growing fast and share a high-level service approach driven by innovation, good value and, most importantly, good people and great clients. It will be business as usual with separate management teams but shared back offices in disciplines like human resources, IT and finance.'

TNT Post has won new clients, including HBOS and Telewest, since the rebranding. The doordrop business, which has operated for over 54 years and delivers more than 2 bn samples, leaflets and brochures in the UK each year, is used by some of the UK's biggest brands, including Ikea, Unilever and Wickes.

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