New visual identity refresh for Dong Energy Sales (now Ørsted)
Following the development of a UK nationwide campaign for Dong Energy, Firedog has been tasked with developing a visual identity system for UK sister company, Dong Energy Sales.
The Danish business worked together with the studio on taking the established brand communications guidelines and tailoring them for a UK B2B application. We developed an enhanced brand strategy whereby a tactical marketing effort would target it’s key audiences. This extra consumer segmentation would allow for custom messages for both the industrial and commercial markets.
Dong Energy had acquired Shell Gas Direct in 2012 and despite impressive growth its gas sales business was relatively unknown to local markets. To align correctly with the markets and to reinforce the more hands on service we renamed the business to Dong Energy for Business.
The energy for business positioning moves the brand perception away from the “Big Six” and faceless brand personas. Our goal is for the business to appear both approachable and transparent. We developed a visual identity look and feel utilising serious business-led portrait imagery coupled with a personable, fresh tone of voice.
This was followed by tailored communications and print medium for each audience which was engineered to resonate with their particular needs and concerns.