Eic is an energy management company. They broker fixed-rate deals for large consumers of energy as well providing valuable intelligence about this volatile commodity market.

 

EIC came to be rebranded via a slightly unconventional route. Working with another Redditch-based company in the energy management sector called Broadfern, we’d done some brand realignment work with them and they were going through a very successful period. EIC was the leading player in the market but was losing its way – and market share. Broadfern’s significant growth, along with strong cash reserves and a robust business model, made the acquisition of EIC a very real proposition.

 

As market leader, EIC deserved a brand that said exactly that. The task was to rebuild the brand from the ground up across all communications. The company operated in a space occupied by other sophisticated brands such as E.on, npower, British Gas and wanted to be able to 'rub shoulders' with these companies without seeming 'small-time’.

 

The acquisition brought new members to the management board and one of the most important tasks was to involve these new voices in the process and not make them feel as if change was being forced upon them by the new regime. We started by holding a number of brand interrogation workshops designed get under the skin of where a brand is now and, more importantly uncover the shifts required to take it where it needs to go. All the while engendering ownership of the process to all involved.

 

The overwhelming theme that came out of the workshops was the belief that EIC were market leaders and should start behaving as such. Added to that, the whole concept of energy management was described as taking the risk out of the process for large consumers. In a nutshell, if you’re consuming a lot of gas or electricity, leave your energy deals to the experts.

 

Finally, let’s stop being boring. There must be a way of saying ‘energy’ without resorting to the same old clichés. Well, quite.

The cornerstone of the new EIC brand was a new, contemporary brand marque which we paired with a supremely confident positioning statement. If you’re the energy experts, after all, why not say so. The way the letters EIC intersected created a sort of ‘heartbeat’ or ‘pulse’ in the centre of the marque. A perfect visual interpretation of energy at the very core of our brand language.  

Next, supporting imagery. We developed a suite of contemporary and abstract visuals that suggested ‘energy’ without overtly saying so. 

 

Now, we concentrated on developing marketing messages. The idea that EIC took the risk out of procuring energy was one that really resonated. So, we took this quite literally in the approach to advertising.

 

Soon after the launch of the new brand, Broadfern opted to be absorbed into EIC, such was the positive reaction. The brand became much more than simply decoration, it became the corporate mantra. 'The Energy Experts' summed up how the company wanted to be perceived both internally and externally.

 

The 'Centre News' magazine, that EIC produced as a monthly subscription publication, was also completely overhauled. It took inspiration for its new name directly from the new brand — 'Pulse'.

 

EIC attended a key energy market event every year called 'The Energy Event'. This was one of those times where the company needed punch their weight against the energy 'superbrands'. This stand design helped them to do just that.

 

In the spirit of the saying 'There's always a bigger fish', EIC was itself by acquired one of their competitors, Utilitywise for a reported £15.5m. Take a small Redditch-based family firm onto a national stage and make it so desirable that it’s snapped up for oodles of cash. Sounds like 'job done' to me.