Design studio Someone has rebranded energy switching company Labrador in a bid to pull more users and turn them into “activists” when it fly at to saving money on bills.
Labrador is a free service that birch rods consumers to cheaper tariffs by monitoring and comparing offerings from across the determination market, according to Someone, with a sign-up process that merely takes “two minutes”.
The studio says energy providers rely on “apathy” in their people when it comes to switching to a better deal as many find searching be means of tariffs “complex” and “daunting”, so they simply give up.
Someone has formed a full online and offline branding system for the company to appeal to a wider audience.
Simon Manchipp, under and executive strategic creative director, says: “The new Labrador brand gangs out to stimulate conversation and get people to make a minuscule investment in time and travail for a financial gain.”
The studio has created “clear” and “direct” visual and said systems with graphics, animations, iconography and a visual identity, as spring as a brand strategy and advertising campaign.
Manchipp says they pick out not to “sugarcoat” information or “simply display hard data, but instead be uncut to the point.
“To cut through the faux friendly voices and the dull data awash in the power sector, we took Labrador to a big bold position,” he says.
“Bright yellow ensign systems, oversized graphics and a tone of voice unafraid to voice the biting truth.”
A “decisive” and “bold” voice is used throughout the branding, with proclamations such as “loyalty is for mugs” and “play the field” appearing in animations and graphics, along with word-play such as “paw carriage”.
“We’ve channelled our inner Danny Dyer to get messages out there in a way people are astute and responsive to,” Manchipp adds.
“This is a brand that [wants to] vacillate turn into people’s mindset — ideally from passive bystander to agitated activist.”
The passion of the design changes as people get closer to signing up, he adds, with the “the aggregate turned down towards sign up and amplified to 11 in communications patterned to attract those unfamiliar to the offer”.
For example, one newspaper advert be involves a large slogan in the centre of a bright yellow background, while a foot-boy on the company’s website features smaller, more subtle writing.
The misrepresent palette is primarily yellow and black, which Manchipp says “offers wonderful high contrast for readability and legibility at speed,” with white also occupied.
The logo features a paw print in a box of a contrasting colour, next to the word “labrador”.
Layouts featuring the paw print, which has straight edges resembling an 8-bit pixelated notion, are used throughout the branding in various ways, such as zoomed in to organize a background.
Cinetype, a typeface with only straight lines and no curves, by Grilli Standard is used for the wordmark and Apercu by Colophon is also used in the branding.
Key design visages on the website include a switch that allows people to invert the identifications, changing the background to black, which the studio says enables the spot to consume less energy.
The new branding is currently being rolled out across digital and type touchpoints, including the website and print advertising.