Leading the rebrand after the business shifted it’s value proposition and narrative towards helping businesses reach Carbon Net Zero. A long and complicated process. I positioned Trident as ‘Your partner in planet-first energy’ and carried this supportive partnership concept right through the identity, whilst giving the brand a very distinctive look from the sector norm.
Trident Utilities: Flying the flag for carbon net zero.
The brand expression
While developing the brand I created a core brand statement “flying the flag for net zero” which all elements of the brand relate back to, even the logotype. Opting for a friendly but confident feel I worked two flag elements into the ‘t’ s of trident. Literal flags that direct you forward but also as a pair reference the partnership journey you’ll go on with trident as you aim to hit net zero.
The tone
To tie into the human focused approach and award-winning customer service of Trident, I aimed to create a messaging tone that was human, approachable and friendly, showing Trident as your trusted partner, with a flair of professionalism and knowledge to get the job done.
The illustration style
To help bring the brand to life and give a nod to the old isometric illustration style, a subtle perspective keyline illustration style was developed. It created a more human and approachable feel, perfect for the shift in strategy. Using a mono colourway gives them a slightly more sophisticated feel which is needed when talking to senior figures in a larger businesses. In animation I opted for a low frame rate to enhance the slightly nostalgic hand drawn feel.
The role out
Once the brand direction was solidified I moved onto the rest of the launch assets. Leading a full website redesign and build, brochures, socials, office graphics and lots of merch. The brand was even applied to the customer facing software, Pulse net zero.
The result
The rebrand has helped the business to really stand out in a crowded market place with a flexible but distinctive identity that’s enabled them to up their marketing coverage, sponsorships and pick up new clients along the way.