OPPD wanted to rebrand and launch a new green initiative program called Greener Together—a customer-fueled endeavor to fund renewable energy projects, neighborhood improvements, and other green initiatives. As part of the rebrand, they wanted a naming and logo convention for all of their existing and future programs and services.
So we started the project with the product naming portion and offered a lockup of the name with a stylized icon corresponding to the specific program. In this case, the program was about green energy, so we came up with Greener Together Program—a simple, conversational naming solution that indicates that the program is centered around green initiatives and is made up of a collective of OPPD customers. An icon showing people, coming and working together towards a common goal, in the shape of a flower was created to be used with the new name. Green and dark gray, from the existing OPPD color palette, were assigned to this program.
Since this was only one of many programs that awaited rebrand and new logos, different divisions were solidified and each was assigned a different color. For example all green initiatives and programs will live under the "Go Green" division and will use the green as their main color, all energy-efficiency initiatives will fall under the "Save Money & Energy" division and will utilize yellow color an so on. (See Product Logo template for the rest of the colors and division names)
To announce the launch of the program and its new name and visual refresh, OPPD sent a mailer and a bill insert to introduce Greener Together to its constituents. Sustainability iconography, like wind turbines, energy-efficient bulbs and elements of nature, were used to imply the intent behind the program but were kept in the familiar OPPD orange color. Only the new name and logo hinted towards the rebrand and the new color convention.
A new landing page was created explaining the different levels of membership, as well as the perks and benefits of becoming a member of the program. By contributing a small amount each month – $10 or less – customers could play a vital role in building a greener community.
Customized postcards and emails, based on different personals and demographic information provided by the utility company, helped educate customers about the program and urged them to participate.
Branded swag was proposed for t-shirts, tote bags and water bottles.
A short animated video was created and used on social media to further educate the public about the new program, how it works and the benefits it offers.
Work created while working at Bozell:
CD: Tim Young
Sr AD/Design: Dessi Price
Copy: John Vogel, Dan Downs
Video Animation: Kyle Theobald
Project Management: Lauren Hartung, Shayla Roof, David Starkweather
Sr AD/Design: Dessi Price
Copy: John Vogel, Dan Downs
Video Animation: Kyle Theobald
Project Management: Lauren Hartung, Shayla Roof, David Starkweather