Project Overview
Refreshing an iconic Australian brand.
Project Commissioner
Project Creator
Team
Bridget Ashley, Account Director
Melissa Dale, General Manager Melbourne
Tim Riches, Group Strategy Director
James Schloeffel, Head of Writing
Michael Thebridge, Senior Writer
Simon Wright, Executive Creative Director
Darren Swain, Creative Director
Agus Wijaya, Designer
Carolina Relander, Designer
Jhon Riano, Motion Graphic Designer
David Cunningham, Finished Artist
Jamie Cullen, Digital Designer
Andie Anquillano, Digital Project Manager
Vanessa Meaker, Production Manager
Project Brief
The brief was to rebrand Australia's biggest and oldest energy provider. With a bold new strategy – to shape the future of energy for all Australians, and redefine the customer experience we were tasked with creating a new identity to help bring this strategy to life.
Project Innovation/Need
The identity was built on the idea of putting power into the hands of people. Bringing innovation and humanity together.
Design Challenge
To create a digitally led brand that is flexible to work across corporate and retail executions. Our job was to create an energised, optimistic and approachable new brand without sacrificing a sense of expertise and authority. We also crafted a distinctive new voice for the brand, that’s conversational yet straightforward, funny when it’s appropriate, with a touch of Aussie charm.
Effectiveness
The AGL brand team is thrilled at this remarkable brand transformation which is inspiring a new optimism within the organisation as they reshape not just the business but the future of energy for Australians.
Graphic Design - Identity and Branding - Corporate
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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