ENERGY SOLUTIONS // SUB BRAND LAUNCH
Strategy // Messaging // Branding // Creative Toolkit // Website // Launch Strategy
SYDNEY
One of Australia’s largest gas and electricity retailers, Origin Energy, made the decision to split out their Corporate & Industrial energy division into a sustainability-focused sub-brand, Origin Zero. We were tasked with defining the brand strategy for Origin Zero and developing the fundamental brand tools needed to successfully bring the brand to market. Then help Origin launch the Origin Zero brand to accelerate businesses on their journey to a more sustainable energy future.
SUB-BRAND APPROACH
We created a sub-brand which borrowed the equity in brand codes from the successful Origin masterbrand, but with the differentiation, clear space and strength to succeed on its own.
WHITE SPACE POSITIONING
The key insight we uncovered was that businesses already have sustainability goals, but don’t know how to get there. Our strategy was to make the abstract, concrete and the complicated, simple. We developed a strong position–SUSTAINABILITY AS A SERVICE.
ACCELERATING BUSINESS TOWARDS ZERO
VIBRANT & OPTIMISTIC BRANDING
The creative was inspired by the fact that renewable energy is all around us, but invisible. Auras, gradients and graphical overlays bring to life the positive impact of the net zero movement.
SIMPLE MESSAGING AND CONSISTENT APPLICATION
We applied the brand world to website, social media and sales deck for through the line activation.
