Counties Energy
Say hello to Counties Energy. Energy reimagined.
Background
Counties Power had been experiencing rapid organic growth as well as seeing an acceleration of unregulated ventures. The business recognised the need to review and refresh its brand platform to make it future-ready for all the challenges and opportunities it will encounter over the next few years.
The challenge
How do you enable an established, traditional networks company to reposition itself to become re-energised and future fit for a changing energy market?
That was the challenge the Counties Power team set for D&Co.
“We’d worked with D&Co before so when it was time to refresh our brand we knew we’d be in good hands and we haven’t been let down.
Russ and the team guided us through the process, inspiring us to push further as we explored what a new Counties Power could become. And from these discussions Counties Energy was born. A progressive, innovative and powerful new brand that has captured our imagination and now paves the way as we focus on creating a smarter energy future that will change lives for the better.
It's an incredibly exciting time and we're delighted with the smarts, creativity and innovative spirit D&Co have brought. Their business model brings together the very best strategic and creative minds in the country, tailored for the specific challenges they face. From the guiding leadership and brand strategy from Russ to the incredible mind of Scotty on the brand voice, Craig with his emotive video storytelling and Paul bringing the brand to life - we've been blown away.”
— Moonis Vegdani, Group GM Technology & Digital, Counties Energy
Reimagining the future of energy.
Our solution
D&Co partnered with Counties Power on a full-scale rebrand to reflect the changing nature of the business.
Working closely with the executive we quickly determined the Counties Power name needed to evolve to align to the brave new energy future the business is embracing, from its ground-breaking Vehicle-to-Grid technology pilot, OpenLoop - an innovative EV charging platform, and the Secondlife EV batter system. This name change decision was not made lightly, but in exploring multiple naming options Counties Energy met our collective criteria.
Counties Energy repositions the business to reflect the needs of todays customers - and for the next generation to come. It's a brand born from Counties Power. Built from a powerful history and now ready to embrace the future of energy that lies ahead.
The new brand provides a platform for growth and a way to help shape a smarter energy future. It provides a fresh new perspective, a differentiated strategy, a powerful brand story and an exciting new visual identity system.
The new brand purpose 'to reimagine the future of energy' set our direction as we explored how the brand story and visual identity system could signal this exciting new chapter for the business.
The adaptive visual identity system is primed to work across multiple platforms, content formats and activations. The choice of imagery, iconography, typography and illustration reflects the progressive nature of the business. Whether it be the powerfully emotive brand video, website, social or internal comms, each element of the brand is designed to shift perceptions as the business embraces change.
The new Counties Energy brand was revealed in August 2021 to an overwhelmingly positive response, with employees rallying around the new brand and reinvigorated by the new name, design and direction.
Deliverables:
Brand strategy. Naming. Brand story. Identity development. Brand activations. Car livery. Brand video. Brand photography. Website architecture, design and development. Spacial design.
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