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Reliance

Reliance is a warranty-focused sub-brand of global power generation service and maintenance company, Cabel.

In 2022 Cabel developed an innovative scaled warranty offer that provides an unprecedented level of cover for the critical power infrastructure that is serviced and maintained by Cabel’s expert engineers.

Outthought developed the Reliance brand as part of its extensive and ongoing work for Cabel.

"Reliance Cabel" logo with blue and green text.
Reliance label logo with green and white text

Products without brands cause problems

The service Cabel provides outstrips its closest rivals’ offers by some margin. The expertise of their engineers and connections to unparalleled supply chains means that Cabel can back their work with unmatched warranties of up to 60 months.

Outthought helped Cabel to put a name and brand to this extraordinary service, connecting it intrinsically to their overarching platform ‘Reliability in Motion’. Referencing the visual language of performance motorsport, Outthought pushed the brand a step further by developing the R mark standard as certification of Reliance warrantied hardware.

Promotional poster featuring an industrial engine and information about Reliance Cabell warranties.
Front view of a black industrial motor on a wooden pallet in a warehouse.
Cabel warranty document with "Reliability in motion," engineer signature, and warranty start date of February 10, 2024. Includes logos of AMPS, RINA, RISAS, EASA, and AEMT.

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Open brochure showing "The Reliance protection system" with text descriptions for various protection levels labeled R6, R12, R24, R36, R60. A man in a laboratory setting is pictured on the bottom right page.
Open magazine showing text about protection matrix and winding insulation with an image of a dust storm.