Putting energy into action with differentiated value

The team from Smart Energy Council (SEC) work tirelessly to advocate for and progress the smart energy industry in Australia. As an independent industry body and advocate, they continuously strive to improve their impact and experience for their members and the industry. After 65 years, they recognised that while their people were progressive and bold advocates within the industry, the perceptions being reinforced by their brand were preventing them from growing and scaling their voice and influence within the industry.

Uncovering meaningful insight

Knowing that sometimes others see us more clearly than we see ourselves, the Smart Energy Council partnered with us to talk to their members and industry professionals to uncover insights to help them improve their service and ensure they were being as effective as possible in their pursuit for a smart energy future.

Team workshops helped us understand the deeper drivers and values behind SEC, and customer interviews uncovered a need for the organisation to be clear on the unique value they provide as the only independent industry body. It also highlighted the shared desire within both SEC and the industry to be part of a collective movement – challenging policy makers, disrupting the status quo and liberating the industry by driving sustainable action. These insights provided clarity on their purpose, values and differentiating services, as well as direction for how to inject this energy into their language and framing to bring instant life and power to their brand.

“For those who want ambitious action, Smart Energy Council are bold partners with a proactive, hands-on approach that drives real progress.”

  • Purpose
    We exist to accelerate Australia’s transition to a sustainable future.
  • Personality
    We show up, speak up, overcome challenges and drive progress in order to become a hero for our members and a liberator for the industry. We put energy into action and unlock progress.
  • Voice
    Our distinct tone of voice is motivational, confident, direct and action-orientated. We express ourselves clearly and succinctly.

Converting Strategic Insight into a Visual Brand

The evolution of the brand identity allowed the Smart Energy Council to move forward with a brand that;

  • Visually reflected their bold, confident and influential qualities,
  • Blended their 65-year legacy with progress, action and ambition,
  • Increased recognition and memorability through a unique combination of colours, shapes and imagery,
  • Supported their position, value propositions and strategic objectives in a differentiating way and
  • Was practical, functional and efficient for their internal comms team to work with and uphold over time.

Particular emphasis was placed on versatility when developing the brand’s visual identity and expression, with SEC requiring the brand to work across a range of formats and scales, as well as alongside other industry brands. Bold, impactful designs, colours and refreshing layouts were used to command attention and emulate strength and authority across all applications. Hero imagery was combined with strong, defined graphic elements to create unique visual assets for SEC that positioned them as ambitious, energetic and progressive.

An online system for engagement and growth

Bringing a brand to life through strategic touchpoints is as rewarding for us as it is our clients. It’s the tangible application of months of deep, insight driven work, and the final result is always worth the wait. For SEC, their online environment was a core component to driving engagement and growth for their organisation. Leaning into the strategic direction and audience insights gave us a deep understanding of when and how people were engaging with SEC. This allowed us to build a platform that supported and empowered their members, while also being a digital tool for SEC that was geared for both short-term agility and long-term action.

Mezzanine have been a terrific partner in helping us develop our brand. They provided great insight in the strategy phase and delivered a new visual language that accurately captured our brand. The process was highly collaborative and they were excellent at listening and understanding our needs. I think this combined with their creative and strategic approach is why we achieved a successful outcome that has been very well received by our people and clients.
John Grimes
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