AGL Energy is Australia’s biggest (and oldest) energy provider with over 3.6 million commercial and residential customers. The company needed to bring sustainability and customer experience into focus through a refreshed and repositioned brand.
With a bold new strategy – to shape the future of energy for all Australians – and a customer experience transformation underway, AGL needed a new identity to bring it all to life.
Principals built on the idea of putting power in the hands of the people – bringing innovation and humanity together. The new brand gives AGL a platform to tell their story, and positions them as a genuine leader in the sector.
Principals worked with AGL to create a digital-led brand that’s flexible enough to work in corporate and retail contexts. It’s energetic and approachable, while maintaining a sense of expertise and authority. The new brand voice designed to be straightforward, yet conversational, with a touch of Aussie charm, helps AGL connect with customers on a more genuine level – and stand out in the crowd. The rebrand has inspired new optimism within the organization as they reshape not just the business, but the future of energy.