AGL Energy / Sydney

Research, brand strategy, creative strategy, new brand development and brand launch.

AGL master brand and AGL Bright

2007 to 2008

In 2007, we received a comprehensive assignment to conduct a brand audit of AGL Energy, Australia’s second oldest company. The arrival of a new CEO had created the occasion to look comprehensively at the AGL brand. AGL was in the process of rapid change. The electricity market was in a parallel process of rapid change. Comprehensive answers were needed to the question of what did AGL represent to their 6.5 million Australian customers and how could customer loyalty be assured in the volatile expansion of the retail energy market?

Working directly with the CEO and AGL’s Head of Brand, we reviewed the brand over a six month period and recommended a brand refresh was executed by Sydney’s Moon Design, part of the STW Group. We also strategised a new AGL sustainable energy consumer ecosystem called “AGL Bright”.