Birmingham Energy Savers
The Green New Deal became Birmingham Energy Savers, prompting a staggering 86% sign-up rate and smashing the target of 1,300 installations by March 2012.
So how do you build an appealing environmental brand that engages a wide-ranging target audience and encourages high levels of campaign participation?
We ran Drawing Board sessions for the field agents who were struggling to sell the Green New Deal on the doorsteps of Birmingham.
Environmentally conscious every last one of them, they surprised themselves when they acknowledged the need to move away from the green label.
Name generation followed, with domain and IP issues covered, then a whole new brand identity and language.
The pioneering project has won plaudits from The Prime Minister and has been hailed as the national blueprint for the scheme to encourage wider adoption of energy-saving measures.
Project leader Bill Goodfellow of Birmingham City Council said: “ORB brought direction to the brand and channeled the creativity we had, but didn’t realise. They flexed as the project grew and we now have a welcoming brand and a friendly face to customers.”