Rebranding helps to double customers
Services: branding / visual identity / graphic design
Good Energy is a renewable energy supplier.
Good Energy was originally called Unit[e], but the organisation later realised that its name communicated nothing about the business and decided to change to Good Energy. We were briefed to create the new logo.
Given the name change and that all their materials were to be reprinted, we suggested that this was an opportune time to review the brand, identity and marketing materials. The client saw the benefit of a full rebrand, particularly as the current marketing materials had a poor return on investment.
Branding and identity
We took the client through our branding process: researching the business, its market and competitors. From this analysis we defined the brand, as being the Waitrose of the electricity world, positioned at the premium end of the market: a little more expensive than other suppliers, but the greenest and most ethical electricity supplier, with the best customer service.
This brand position informed, and was reflected in, the new professional and serious-looking visual identity we created. The identity consisted of the logo, strapline, colour palette, typeface and recycled paper stock.
Following the rebranding we designed all of Good Energy’s marketing collateral including posters, newspaper and magazine adverts, information packs, postcards, displays, office signage, newsletter, email newsletter and environmental reports.
Our work was instrumental in Good Energy’s success. We worked with Good Energy from 2003 to 2006. In this time, the number of customers increased from 10,000 to 22,000 – a rise of 220% in only three years.
Newspaper adverts were up to 80-times more effective. The information pack, requested by potential customers, was 333% more effective in turning these people into customers than the previous pack; it contained the same information, just presented in a more intelligent way with a strong, recognisable brand identity.
“The rebranding and advertising campaign were very well received and have directly contributed to record response rates and sales levels”—Richard Hussey, Marketing Manager