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How do you fundamentally change perceptions both internally and externally? Then go on to acquire new customers, build your brand against ‘me-too’ competitors and take a battle-scarred workforce with you?
Core, a subsidiary of ScottishPower, delivers gas, electricity, telecoms and water through one track/pipe. This concept of four utilities in one seemed a powerful metaphor for teamwork and unity, a much-needed quality as Core faced a difficult trading period.
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The new identity represents all four utilities working in harmony. Importantly, the concept lives beyond the marque itself, forming the basis of an entire visual language -- an ‘ownable’ voice.
The dynamic identity, combined with our strapline, ‘BRING IT ON’, provided a re-energising effect for both staff and customers.
‘BRING IT ON’ is an intentionally simple and involving message. It formed the basis of an internal communications programme about the challenges facing Core and the role that staff can play in helping overcome them.
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Our work for Core won Gold at the 2009 Design Effectiveness Awards, the only design awards to be judged purely on design effectiveness.
A 30% increase in like for like sales, a 16% increase in annual sales and a 255% increase in average contract value represented a 12,000% return on investment, after allowing for organic market growth.
Internally, there was a 45% increase in awareness of business goals, a 33% increase in productivity and a 79% reduction in customer complaints. Big numbers and proof again that simplicity equals effectiveness.
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*It doesn't just end here.
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