Good Energy is a renewable energy supplier. The business was changing its name from Unit[e] to Good Energy and I was briefed to create the new logo.
Given the name change and that all materials needed to be reprinted, I suggested that this was an opportune time to review the brand, identity and marketing materials.
Branding and identity
I took the client through my branding process: researching the business, its market and competitors. From this analysis, I defined the brand as being the ‘Waitrose’ of the electricity world: positioned at the premium end of the market, a little more expensive, but the greenest and most ethical electricity supplier, offering the best customer service.
This brand position informed, and was reflected in, the new professional and serious-looking visual identity, which consisted of a logo, strapline, colour palette, typeface and recycled paper stock.
Following the rebranding I designed all Good Energy’s marketing collateral including posters, national newspaper and magazine adverts, information packs, postcards, displays, office signage, newsletters, email newsletters and environmental reports.
Switching to Good Energy can cut an individual’s carbon emissions by a huge amount, without them having to change their lifestyle. This insight inspired the national advertising campaign, which showed Good Energy customers in their homes, with the heading ‘Eco-warriors’ and the line ‘Live the life you want without harming your world’.
My work was instrumental in Good Energy’s success. The rebrand gave them a strong identity, projecting their professionalism and credibility.
Before I worked with Good Energy it had taken them six years to get 10,000 customers. During the three years that I worked with Good Energy after the rebrand, their client base more than doubled with a similar marketing spend. This clearly shows the power of 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