Engineers on National Grid's large fleet of vans carries out gas and electricity fixes across the country. The vehicles themselves were generic white vans with a small National Grid logo apologetically emblazoned across the sides. The general public often missed the fact that it is National Grid who is engaged with the work. In other words, the company has little public profile.

Generally, companies running a large fleet presents a great opportunity for branding. For a utility business like National Grid, however, that means taking responsibility of a public inconvenience – road works are rarely welcomed. Utility vans becomes symbolic of disruptive operations. This was the dilemma that National Grid faced: should they 'come out' and own up to this unpopular disruption, or keep their heads down with a low-key branding strategy?