Direct Energy is one of the largest retail providers of electricity, natural gas, and home services in North America. A fully integrated energy company, Direct Energy's vast lines of businesses include Direct Energy Supply and Trading, Direct Energy Residential, Direct Energy Business, and Direct Energy Services.
Direct Energy were at a cross-roads. They had just been purchased by a UK-based utilities company that was eager to make the company profitable but was also in the midst of various scandals and questionable business tactics from the previous corporate owners. Likewise, the industry was changing to full service support and product offerings that expanded on the utility aspect that had been traditional.
We helped Direct Energy develop their strategy and apply it to their identity, brand, products, and services. The full scope of the products grew from ultility and energy delivery to home maintenance, and hardware ranging from furnaces, washing machines, and barbeques. Underlying it all was a desire to drastically change the audience's perception from one of mistrust to trust.
We chose to put a happier, brighter, more honest face to the brand; one that spoke to the growing and varied product offerings. Due to the value proposition of "packaged" services we chose to create an energy driven "present" and package in a bright and engaging colour. The uniforms and vehicle designs would be bright, welcoming, and less structured. The brand and positioning promised an elevated experience and personal accountability to offset the negative image in the market.
Key deliverables: Brand Audit, Strategy, Messaging, Design, Writing, Graphic Standards, Production