Origin Energy

Context

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-focussed 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 helping Origin launch the Origin Zero brand to accelerate businesses on their journey to a more sustainable energy future.

Our Role

Research, Strategy, Logo/Brand and Creative Development, Website Development, Brand Toolkit Development, Internal Launch Event, Marketing Consultation and Communication Strategy.

Our Brief

Get: Current and potential Corporate & Industrial energy customers

Who:  See Origin as a transactional supplier for traditional electricity and gas

To: Discover Origin Zero and consider them the destination brand for pursuing sustainability objectives

By: Creating an elevated brand toolkit for Origin Zero that transparently, succinctly and authentically communicates a brand leader in sustainable end-to-end energy solutions

Our Approach

We took a wide lens to the challenge, coming back to Origin Zero with a strategic recommendation and brand positioning plan built off insights into the corporate & industrial energy audience, the competitive environment, cultural dynamics currently at play within the category and the best practice playbooks of trailblazing companies from around the globe. Significantly, 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. We built out not just what the brand would stand for and represent, but how it would look, feel and sound in every touchpoint, communicating to the market Origin Zero’s position as a leader in tailored, end-to-end, sustainable energy solutions.

The Output

We delivered a fresh new brand inclusive of a 40-page brand book defining the Origin Zero brand strategy. Complete with logo design, colour palette, style direction, brand manifesto, copywriting guide, application examples and more. We then partnered with Mo Works to deliver an 80  page website, end-to-end within 3 months. The brand new website was a fully functional, in-depth platform serving as the single source of information on all things Origin Zero, and the journey they are on to lead Australian Corporate & Industrial businesses towards net zero.