We helped Hayden Wood and Amit Gudka create a brand with the power to redefine the energy market. The result? The fastest growing energy company in history.
Brand strategy, naming, identity, guidelines and implementation.
£0 to £1 billion in four years
We started working with Bulb when they were just two people. Within four years, they’d grown to over 400 people, 1 million customers and over £1 billion annual revenue. Even more remarkably, 30% of new sign-ups came from customer referrals - an extraordinary figure for a category beset by general ambivalence.
In 2014, nobody loved their energy company
The market was full of faceless corporations that put profits before people. Hayden and Amit came to us with a plan to shake things up. And they needed our help to create a brand people loved.
Together, we created an idea to deliver change. The idea was designed to drive every part of the business, from design and communications right though to service and new product development.
Next came a new name, and an identity to match
‘Bulb’ is simple, pleasing to say and brings Positive Energy to life both literally and emotionally. The handwritten logo helps the brand feel warm and human, while the bright pink colour palette was chosen to stand out.
All supported by a simple, scalable system
We built an identity framework that could deliver Positive Energy across every channel and touchpoint, on and offline. An identity that could carry Bulb on their journey from two people to four hundred. And beyond.
And now, Positive Energy is at the heart of everything Bulb do
From their service and culture, right though to an industry defining customer experience.
Ragged Edge’s strategically led, digital first approach made the branding process a pleasure. We’re over the moon with the result and think it represents Bulb’s values and purpose beautifully.