Bulb
From big bad utilityIn 2014 nobody loved their energy company. Nobody even cared. Hayden Wood and Amit Gudka came to us to fix that. We helped them create a brand that changed the consumer energy category for good.
WE PARTNERED ON
Brand strategy, naming, identity, guidelines and implementation.
The challenge
For Bulb to successfully disrupt the ‘big six’, we needed to make renewable energy feel simple, affordable and accessible. And with everything stacked against them, we needed to instil positive energy into a faceless, commoditised industry and an apathetic audience. Our goal was to create a brand people would actually love to recommend.
The change
The name came first. Followed by a handwritten logo, supergraphic and a colour palette as far from a traditional energy brand as possible, strategically chosen to stand out on comparison sites. The identity’s disarming simplicity allowed Bulb to scale from a two person start-up to serving 1.5 million customers. Without having to change a thing.
A changemaker legacy
From two people to 270, and a £1 billion revenue in its first four years, Bulb was the fastest growing energy company in history. And one of the UK’s five most recommended businesses, with 30% of new sign-ups coming from referrals. It went on to scale into Europe and the US, and in 2021 it was named Europe’s Fastest Growing Company by the Financial Times.
Sadly, the global energy crisis turned out to be one challenge too far. But whatever happens next, Bulb’s legacy will remain. In turning clean energy and customer focus into table stakes, they succeeded in changing the entire category for good.
HAYDEN WOOD
Co-founder, Bulb