Electrabel Design & Branding ELECTRABEL by Fitch


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Industry Energy & Water Utilities
Media Design & Branding
Market United Kingdom
Agency Fitch
Designer Jane Hutchison
Released March 2011

Credits & Description

Category: Point of Sale
Advertiser: ELECTRABEL
Product/Service: ENERGY PROVIDER
Agency: FITCH
Date of First Appearance: Mar 10 2011
Entrant Company: FITCH, London, UNITED KINGDOM
Associate Design Director: Michelle Hardy (FITCH)
Designer: Jane Hutchison (FITCH)
Global Client Director: Ludo Duursma (FITCH)
Media placement: Retail Environment - Retail store, Brussels - March 2011

Describe the brief from the client
Leading Belgian utility company, Electrabel wanted to respond to evolving consumer expectations on energy consumption and provide leadership on environmental issues. We were approached to develop a brand space for Electrabel in key urban locations across Belgium to broaden perceptions of the brand and highlight key parts of the offer.

Describe the challenges and key objectives
Whilst Electrabel already had customer service counters at over 50 De Post outlets, they were solely about servicing customer accounts, and didn’t provide any real opportunity for communicating at different levels with consumers.

We needed to provide a retail space for Electrabel that provided a forum to communicate with customers on three levels:
- Sales
- Customer care
- Advice on efficient energy consumption and energy-related technology

Our key challenge was to translate energy, an intangible concept, into a tangible and exciting retail space.

Describe how you arrived at the final design
We created a space that was as much about education and ideas for better energy consumption, as it was about positioning Electrabel’s services to customers. In this way, the space invited participation from all visitors, not just current customers.

Using the Electrabel brand identity as a base, we developed a rich and vibrant graphic language for use throughout the space, which created a positive, thoughtful and inspirational story around climate change issues. We created a framework for how brand messages and graphics were to be applied in store so that visitors were taken on a clear journey through the space.

Give some indication of how successful the outcome was in the market
This was not solely a commercially driven initiative for Electrabel, first and foremost they wanted to brand-build and reinforce their reputation as energy efficiency champions.

The pilot brand space was so successful that the retail design and graphic language is being rolled out to subsequent stores.