Flow Power
Helping Australians Power Change
Flow Power
Helping Australians Power Change
Challenge
Flow Power is an Australian renewable energy generator, advisor and retailer. With over 30 years of experience in the commercial and industrial sector, it provides power to clients like the City of Sydney and the Sydney Opera House.
Flow Power has entered the residential energy market with a new offer — one that gives discounts to customers who use energy when prices are lower and renewables plentiful in the grid — and needed a brand to cut through a sea of greenwashing and jargon, to resonate with an audience that has historically been price-driven.
Empowering everyday Australians
Through a series of workshops with Flow Power’s leadership and marketing teams, we collectively defined their key points of difference, value proposition and Self-truth® – ‘Empower’.
‘Empower’ speaks to the way that Flow Power helps customers’ drive the transition to a renewable future through technology, education, renewable energy generation, and habit-based incentives.
Speaking your language
Flow Power are shaping the future of energy in Australia, accelerating the transition to True Zero: carbon-free electricity. But they can’t do it alone.
We created a brand system that could speak to everyday Australians in language they could understand, balancing Flow Power’s proof-points with user benefits.
We drew upon the existing cursive logo and orange colour used in the commercial & industrial brand and extended it out to a hand-drawn typeface and illustration library.
Rational meets Emotional
FP Emotional is a hand-written typeface created specifically for Flow Power. Crafted by our in-house team, it contains 270 glyphs and more than 40 discretionary ligatures to ensure it ‘flows’.
It balances out the assertive, bold characteristics of the primary brand font – RB Rational – with a friendlier, human touch. The two typefaces work together in a double-barreled messaging system that forms the core of the Flow Power residential brand.
Orange is the new green
Flow Power is kicking sustainability goals in a number of novel ways, but with the prevalence of greenwashing in the industry we had to explain how in simple, but transparent messaging.
Every customers’ energy usage is linked to a specific local renewable energy generator through the GreenPower scheme, meaning the wind and solar projects they build generate enough electricity to power all of their customers.
Rewarding behaviour change
The wholesale electricity price fluctuates, usually being lower in the middle of the day when renewable energy generation is at its highest. Flow Power developed the Price Efficiency Adjustment as way of rewarding customers who use electricity when the wholesale price is low, with a discount on their electricity bill.
With complexity around the wholesale price and the pricing adjustment calculation, we created simple comms and built an optimised rate calculator to clearly communicate the environmental benefits and potential savings.
