In the process of defining new objectives for the future, including a move towards a younger target audience, Illumia tasked Blossom with carrying out its rebranding.
Although the Italian energy company was already well known at a national level, its objective was to become the fifth player on the electricity market. Having completed some internal work regarding the brand’s mission, vision and values, Illumia reached out to Blossom to translate the new brand idea into a coherent visual identity and communication strategy. This was also needed in order to reflect the big change happening within the company, or rather the taking over of the firm by the founder’s three sons, and their willingness to talk to a wider and younger target.
Courage, Speed and Beauty. But also Knowledge, Trust and Solidarity. Starting with these new brand values, a new visual identity was created, with a well-defined colour palette, graphic markers to reflect the sense of dynamism and desire to innovate, and a logo that represents both prestige and proximity with the customers. The logo remains red, for continuity with the past, but adopts a more contemporary shade. It is now uppercase, as if to highlight the fact that Illumia has now really grown up and can afford to stand out in the energy arena. It is sloped, and directed upwards, forwards, towards the future.
Added to the corporate blue of the background and the red of the logo are graphic elements comprising colour blocks and geometric patterns, which contribute to the fresh, dynamic identity. They also encourage a storytelling that creates continuity and offers engaging and modern graphic solutions.
The new identity allows for the customization of a multitude of materials, from sweatshirts to mugs, from backpacks to T-shirts, which become real Illumia merchandising, consolidating its new positioning as a much-loved brand, so loved as to offer refined objects, to be lived and worn on a daily basis, not only by its employees but also by consumers themselves.
The new tone of voice is young and fresh, but never ironic or banal. It speaks in a clear, direct, transparent and immediate way.
The new branding was also applied to the new headquarters, designed in the name of energy efficiency, in line with the company’s core business. Internally, rooms were given the names of figures who, across the fields of art, history, sport and literature, represent Illumia and its values, in order to ensure continuous reference to the identity of the company. The windows that separate the various spaces, as well as the walls of offices and meeting rooms, are customized with famous quotes from innovators, both ancient and contemporary, which serve as inspiration to everyone, collaborators and visitors alike. The faces of the innovators are illustrated with fresh and contemporary style.
Communication tools are on the increase, and the digital channel is preferred in this case, previously static and strictly commercial communications substituted with messages that can create empathy and engagement with the audience. It is generally quite difficult for this kind of brand to create a strong connection to its clients and win them over. Thanks to an authentic storytelling, Illumia goes from being just an energy and gas supplier to a partner able to transform energy into dreams and brighten the lives of its clients.
A new visual identity, including logo, colour palette, fonts, icon set, brand book and application with regard to all the brand’s communication materials. A social media strategy and its daily implementation.SEE FULL PROJECT