Enterprise Rebrand
Country Base: Australia
Industry/Sector/Keywords: Consumer Goods and Services, Energy & Utilities, Industrial/Manufacturing, Energy, Sustainable Energy, Renewable Energy

Below: Before and After Images in Slide Show, Video, Summary, Credits

Industry Setting

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.


Client: AGL Energy – www.agl.com.au

Brand Strategists/Designers: Principals – www.principals.com.au

Account Director: Bridget Ashley
General Manager Melbourne: Melissa Dale
Group Strategy Director: Tim Riches
Head of Writing: James Schloeffel
Senior Writer: Michael Thebridge
Executive Creative Director: Simon Wright
Creative Director: Darren Swain
Designer: Agus Wijaya
Designer: Carolina Relander
Motion Graphic Designer: Jhon Riano
Finished Artist: David Cunningham
Digital Designer: Jamie Cullen
Digital Project Manager: Andie Anquillano
Production Manager: Vanessa Meaker