Engaging the energy vision
(Brand Union Project)
(Brand Union Project)
Ireland’s national electricity supply company ESB Customer Supply (part of ESB Group) approached us with a clear challenge: to create a new identity to reflect it’s business and brand strategy and develop a brand identity to reflect it’s vision to compete in a newly deregulated energy market.
To achieve this we focused on the ethos underpinning their strategic vision: fusion. The fusion of ‘our energy, with the customer’. This ethos, optimism and transformation to an energy solutions business are expressed in the visual identity and reflect the brand promise ‘When your energy combines with ours anything is possible’. This new identity and brand world is supported by comprehensive guidelines and a brand asset management site.
Our energy combined
We worked closely with the Electric Ireland brand team to gain a deep understanding of the business and brand strategy driving this change. The purpose was to build a powerful position in the marketplace for the new master brand; Electric Ireland; to leveraged their trusted heritage and evoke an optimistic future.
The design system is built on a number of unique elements (or kit of parts) to create a consistent and recognisiable suite of communications with customers. We created a brandmark that uses a clear and simple lettering style to present the brand as being helpful, accessible and straightforward. The bright cyan ‘Electric’ blue creates distinction for the Electric Ireland brand in the local market. The arc within the logo represents the focus on providing a wide choice of innovative products and services. The bright spark is an expression of the brand promise and embraces the optimism Electric Ireland has for innovation and a sustainable future.
New identity new horizon
The new visual identity system and brand world has put substance to the business and brand strategy in a way that provides a clear future vision.
We developed a branded design solution for the new Electric Ireland building using the natural landscape of our island and its significance in natural generation of energy, combined with the energy of the workforce to express the diversity and benefits of energy to people’s lives. The experience is a colourful and optimistic environment that supports the brand character and enables both staff and visitors to have a better understanding of our customers’ needs and the ways customers relate to our brand.
