• product naming
  
• messaging framework
  
• website
  
• content strategy

Brand Positioning & Expression

Over the course of our four-year relationship VENN transformed this traditional energy provider into a purpose–driven business focused on building a sustainable energy future for a healthier planet, through the development of a comprehensive strategic and creative re-alignment. A new target consumer was identified via segmentation, while a new brand narrative, company name, brand image and identity resulted in significantly positive change in perception and increase in awareness and revenue growth.

Together, our brand architecture, product naming and messaging framework created an intuitive, easy to recall value proposition that IGS sales teams use to describe the business: “Source, Manage and Protect – We empower you to source your energy, manage your carbon foot print and protect the equipment that delivers energy to your home or office.”

Brand Campaign: Let’s Go Green for Good

It isn’t just a tagline, but instead the brand’s essence, a summation of its purpose, and a call to action to consumers to join a new energy movement for both the betterment of the planet, and over time, to exact permanent, positive change.

Activation Campaign:

Once a significantly increased number of consumers were aware of IGS Energy and its new value proposition, an activation campaign was created to drive engagement and subscription. Our research indicated that our new target customer wanted to do things that would better the planet, but they were overwhelmed and didn’t know how or where to begin. Therefore, our new activation campaign accentuated the small things people can do to make a big, positive impact on climate change and how switching to green energy was quicker, easier and significantly more impactful. Our fun, lighthearted spot makes a serious subject less weighty and more positive.

Solar Campaign:

IGS’s entry into Solar coincided with its expansion in major markets like Chicago. Our dynamic, animated spots once again accentuate the ease of moving to green energy and the positive impact it has on both the planet and the pocketbook. These spots also introduced our new value proposition and service description; “Source, Manage, Protect”, which explained that IGS Energy empowered consumers to source green energy, manage their carbon footprint and protect the equipment that delivers it to their home and office.