We knew the brand had to be impactful, serious and credible. Exclusivity and curation were key. We developed the brand from scratch, devising a name that would resonate. Bold typography. An instantly gettable icon to drive home the message of a faster transition while landing nicely on social. Fresh colourways with colour transitions from blues to greens brought a fresh approach to the energy space. Once the client saw “E-FWD” it was, as they described, a light bulb moment.
The real challenge came in articulating its advantages. Blending publication, content and community events, this was a new concept and there was no model to follow. It was crucial that our messaging was understood and converting.
Activation-wise, initial work posed interesting questions to provoke thought. Powerful lines established the brand’s intelligent, pragmatic and grown-up tone of voice.
Then we hit home with more tactical sign-up activity. We experimented with multiple versions of every CTA and image to optimise what landed and what didn’t for such a new and unusual offer.