Menter A Busnes, a cornerstone of Welsh business support for over 35 years, sought a rebrand to align with the bold new strategic vision set by their CEO. Historically known for its deep-rooted community ties and robust support services, the organisation recognised the need to evolve to stay relevant in a fast-changing market. To ensure its continued growth and relevance, Menter A Busnes embarked on a transformation to develop a modern, dynamic, and forward-thinking identity—one that would reflect its evolution and future ambitions. To lead this change, Menter A Busnes approached us.

Over the past several years, Menter A Busnes has experienced rapid growth, expanding its reach and impact across Wales and beyond. As the organisation diversified its services and broadened its scope, it became clear that its brand needed to evolve to capture the full extent of its transformation. The rebranding initiative sought to integrate the CEO’s new strategic direction into the brand identity, create a contemporary and bold image, engage key stakeholders, and preserve the legacy and trust built over decades.

The project began with an extensive discovery phase, where we engaged in interviews with the CEO and senior leadership team, gathered feedback from employees and partners, and conducted a comprehensive market analysis. This research was pivotal in understanding the organisation’s essence, its vision for the future, and how it could best represent its rapid growth.

To ensure the rebranding process was inclusive and reflective of the broader community, we held a series of workshops across Wales. These workshops aimed to engage a wide range of stakeholders, gather valuable insights, and encourage a sense of ownership and pride in the rebranding process. Through visioning sessions with staff, we articulated the future direction of Mentera; through brand values workshops, we identified the core principles that would drive the organisation forward; and through creative brainstorming, we generated innovative ideas for the new brand’s visual and verbal identity.

Based on insights from the discovery phase and stakeholder workshops, we developed a brand strategy that included a clear brand positioning, defining the key characteristics of the new brand, and segmenting target audiences. The new name, ‘Mentera,’ was chosen to reflect the organisation’s innovative, energetic, and forward-thinking approach. The creative execution phase involved designing a modern, dynamic identity, selecting a vibrant colour palette, and developing a bold and confident tone of voice for all communications, all of which based around the Welsh proverb ” A fo ben, bin bont”” – if you want to be a leader, be a bridge. The identity creating a silhouette of the bridge.

The final phase of the project centred on the implementation and rollout of the new brand identity. This included an internal launch to introduce the new brand to employees, interactive sessions to ensure staff were equipped to embody the new brand, and a public launch to introduce ‘Mentera’ to the world. The external launch featured a multi-channel campaign that included a new website, social media engagement, launch films, and PR activities to ensure a cohesive and impactful introduction of the rebrand.

The rebranding of Menter A Busnes to Mentera has been met with overwhelming positive feedback from both internal and external stakeholders. Today, Mentera stands out in the marketplace with a bold and modern identity that reflects its innovative approach to business support. As the organisation continues to grow and adapt, the new brand positions Mentera as a vital, forward-thinking leader in the Welsh business landscape, prepared to remain a dynamic force for years to come.