Origin Energy is Australia’s leading electricity, gas and LPG retailer, servicing approximately 4.3 million customers and operates one of the largest power generation portfolios in APAC. With underlying earnings (EBITDA) of more than $2 billion, the Origin business strategy has evolved to meet an increasingly dynamic and demanding energy market place.
With these catalysing changes, Davidson was briefed to create a more energetic brand image, a new visual language system and a fresh approach to communications to help unify a diversifying business.
A process of workshops, personality profiling and strategy development led to a new ‘branding system’ for the family of five stakeholder groups: investor, customer – corporate/SME, customer – residential, people and community. The new Origin identity system was designed to be flexible enough to express the individual personalities of these five stakeholder groups, yet has common elements across all groups that make them all distinctly Origin.
One of the most ownable and recognisable elements of the Origin brand is the circular ‘o’ within the Origin logo. We brought the circle to the fore in all communications and celebrated it as Origin’s key graphic element. The circle is used flexibly across the stakeholder group communication; as a single iconic circle for corporate communications; as a grid of circles for SMEs; as an asymmetric group of circles for residential and as an illustration for community.
The Origin logo was integrated into a ‘seal’ which acted as a sign-off and quality seal on all Origin applications.
We created a fresh, modern colour palette which celebrated colours from nature – the orange sunsets, the vibrant blue of the ocean, lush green of the grasslands and grouped them together as four distinct tonal colour palettes. White space was used to create a sense of optimism and freshness.
People feature strongly in the new photography style and are key to delivering the warmth and personality of the brand. These are people that are engaging, warm and natural, never posed or forced.
In the first full 12 months following the rebrand rollout, Origin’s vital statistics grew positively. Total revenue increased by 6% or nearly $500 million, EBIT grew 9% or by another $77 million and shareholders equity by 38% or $94 million with underlying earnings per share boosted by 10% or about six cents during the period.