- Canberra, ACT Australia
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 Smart Energy Council’s brand identity was deeply informed by the insights uncovered during the strategic process. Recognising their need to balance a 65-year legacy with a progressive vision for the future, the brand’s visual identity was crafted to reflect their bold, confident, and influential qualities. Particular emphasis was placed on versatility, ensuring the brand could work seamlessly across various formats and scales, and alongside other industry brands without losing its distinctiveness.
Bold, impactful designs, vibrant colours, and refreshing layouts were employed to command attention and convey strength and authority in every application. Hero imagery combined with strong, defined graphic elements created a cohesive visual language that positioned the SEC as ambitious, energetic, and progressive. These unique visual assets not only supported their strategic objectives and value propositions but also enhanced recognition and memorability.
The connection between the visual brand and strategy was evident in its ability to align with the SEC’s core qualities while addressing practical needs. The design system was crafted to be practical and functional, empowering the internal communications team to uphold the brand’s consistency over time. By uniting these elements, the new visual identity became a true expression of the Smart Energy Council’s strategy — a bold step forward that encapsulates their legacy, ambitions, and influential position in the industry.
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.
Empowering Connection: A Future-Focused Transformation
The strategy and brand expression work has been a transformative milestone for the Smart Energy Council, breathing new life into an organisation that had become disconnected from its audience and stuck in a dated past. The revitalised brand sparked a renewed sense of purpose and excitement, reconnecting the organisation with its community and energising its vision for the future. With a clear and cohesive direction, the team became more aligned, enabling sales and communications staff to work seamlessly together to propel the organisation forward. This transformation has not only strengthened internal focus but also driven remarkable growth and engagement, particularly from government organisations, firmly establishing the Smart Energy Council as a bold and influential leader in their industry.
