Electranet

Refreshed brand powers ElectraNet into a new era

The Brief

Create a new brand identity for ElectraNet to support its position as a key player in South Australia’s clean energy future.

ElectraNet owns and manages South Australia’s high-voltage transmission network, ensuring homes, businesses and communities have access to affordable, reliable and sustainable electricity.

With South Australia leading the world in the transition to clean energy, ElectraNet is playing a key role in an exciting new future for the state and innovating in ways many wouldn’t have thought possible.

To reflect this leadership position, ElectraNet required a new brand identity that more strongly aligned to its vision of energising South Australia’s clean energy future.

Services Provided

Brand Research & Consumer Insights, Brand Strategy & Identity, Design & Motion Graphics, Websites, Film, Photography & Audio

To better understand key audiences and their current perceptions of Electranet, we engaged with internal and external stakeholders through a series of interactive workshops and in-depth interviews. Insights gathered through this process helped spearhead the direction of the brand strategy.

POWERING PROSPERITY

Through its leadership in the integration of clean energy into South Australia’s energy network, ElectraNet is paving the way for unseen prosperity for the state for decades to come. We saw this role as an enabler to economic prosperity as critical to its brand positioning, and something that would resonate strongly with staff, customers and the community.

The reimagined brand messaging and tone of voice guidelines transitioned ElectraNet from a traditional and practical space to feeling more like the visionary organisation that it is, while retaining its core strengths such as trust and responsibility, values that it had worked hard to build over many years.

The transition to a trusted innovator was most evident in the refreshed visual identity, which transformed ElectraNet into a contemporary and aspirational looking brand. The new logo features a symbol that expresses the important role that it plays in South Australia’s clean energy transition.

“We’re fighting to transform a system that sits at the foundations of our societies, and the technical challenges are complex and variable.

It is why now, more than ever, the world needs leaders. Those willing to take on the challenges and seek out the solutions.

At ElectraNet, we’re standing up and taking responsibility.”

Changes to the primary typeface and image style further modernised the brand, and aimed to reinforce the innovative role ElectraNet is playing in delivering affordable, reliable and sustainable electricity transmission services.

Based on the needs of the business and stakeholders identified through research and discovery workshops, the Electranet website was transformed into an optimised experience, with logical information architecture, quick links for common tasks, and an engaging look and feel that showcases the new brand.