Mercury Energy are one of New Zealand’s primary Electricity and Gas providers. As a result of government legislation, all electricity companies were required to separate their powerline and retail businesses. Mercury Energy sold their retail business, but retained their line business distributing power to Auckland and Manukau cities. The new line business was then relaunched as The Lines Company together with a maintenance fleet to be called Line Force. A brand identity was commissioned, supported by a relaunch mailer explaining the changes to existing customers.