YES IDENTITY by CIVILISATION for RELIANCE ENERGY

YES IDENTITY

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market India
Agency CIVILISATION
Creative Director K.s. Gopal
Released September 2009

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: RELIANCE ENERGY
Product/Service: YES (YOUNG ENERGY SAVERS)
Agency: CIVILISATION
Date of First Appearance: Sep 5 2009 12:00AM
Entrant Company: CIVILISATION, Mumbai, INDIA
Copywriter: K.S.Gopal (Civilisation)
Art Director: K.S.Gopal (Civilisation)
Designer: K.S.Gopal (Civilisation)
Creative Director: K.S.Gopal (Civilisation)
Media placement: Pledge Cards - In Schools; 500,000 Copies Distributed - September 2009
Media placement: Pencils - In Schools; 500,000 Copies Distributed - October 20009
Media placement: T-Shirts - In Schools And To Reliance Energy Staff: 1,000 - October 2009
Media placement: Business Cards - In Schools For YES Club Members, 10,000 - November 2009
Media placement: Business Cards/Stationery - Among Relience Energy Staff, 1000 Copies - November 2009
Media placement: Calendar - Reliance Staff, Parents, Kids And Opinion Leaders: 6,000 Copies - December 2009
Media placement: Venue Branding - Auditoriums And Venues For YES Competetions - January 2010
Media placement: Poster - Reliance Energy Offices: 2,000 Copies - January 2010
Media placement: Origami Invite - In schools, 5000 students - Januray 2010

Describe the challenges and key objectives
The challenge was to make a lofty thought of saving energy and making it practical and interesting to kids. That said, the programme had to appeal to both kids and grown-ups (parents and teachers); it had to involve, not instruct and make learning fun, not serious.

Describe the brief from the client
Can only politicians and businessman save the planet? Or can young people make the blue planet a green one? This was the brief posed by Reliance Energy, one of India’s largest utility companies.

Describe how you arrived at the final design
Our first task was to come up with a name that was snappy and easily understood in multilingual Mumbai city. That done we made the identity playful and interactive even in a traditional medium such as print. And with no money for mass media, we made sure that every piece in the identity programme, whether it was a business card for YES Club members or a calendar, work like an ad and communicate an energy saving message.

Give some indication of how successful the outcome was in the market
What started off as a small intiative, evoked so much interest that it was rolled out to 100 schools in Mumbai and reached 100,000 school children. It has also helped Reliance Energy get a lot of goodwill from its customers and opinion leaders.