The Energy & Water Ombudsman NSW (EWON) are on a mission to raise customer service standards in the energy and water industries.
Create a new visual identity illuminating the essence of EWON’s brand: Progressive independent dispute resolution.
A refresh after 20 years
Almost 20 years since it’s last branding, EWON’s bureaucratic blues no longer conveyed their personality or attributes. Its acronym didn’t tell the brand’s story. EWON needed their fresh look to convey the spirit of their brand without using literal icons or pictures.
In a workshop with EWON we identified their ‘brand essence’. This workshop became the genesis of our ideas, which soon flooded onto the page, each design aimed at encapsulating aspects of the organisation’s personality: approachable, informative, ethical, effective and progressive. And, their attributes: Dispute resolution, outreach and awareness, influence on policy.
Values with roots
The beautiful part of this ideation process is the creativity it breeds, and as a result, we discovered by deconstructing the new logo we could adapt the elements to form symbols of the organisation’s values.
A new brand style guide is all about creating one source of truth for the brand, empowering EWON to communicate their brand essence and values with consistency across all mediums.
In an exercise of maximising market penetration the new branding has been rolled out across all marketing materials, including key assets such as letterheads, business cards and document covers.
We also translated the branding into designs for EWON’s offices, giving them the opportunity to refresh their workspace with glass wraps showing off the new branding and the organisation's values.
All six brand values needed to be presentable individually or as a set and so we developed a secondary colour palette to align with each value, while also complementing the primary brand colours.
As one of the most important documents EWON produce, the 2015-2016 annual report became the first showcase of the new branding. We diligently mapped out every spread on paper so every block of content would work in harmony with the design. Meticulous, and worth it.
Janine Young - the Ombudsman
"EWON is re-energised! Our fresh and contemporary new logo wonderfully conveys EWON’s progressiveness with it’s arrow-like shapes radiating towards the sky. Our staff and stakeholders’ engaging response to our new colours reflects their vitality and relevance to our role. The brand translated very effectively across all of our online applications, resources and collateral. We also love the way that our values and our Aboriginal design are reflected in our new brand."
As a culturally aware organisation, EWON is committed to being sensitive to the history and traditions of Aboriginal and Torres Strait Islanders, and it was their heartfelt desire to incorporate this into their new branding. We were privileged to have the opportunity to create an A3 poster based on Wiradjuri artist, Vee Thornbury’s painting, Within Reach. We balanced our fresh on-brand concept with the strong symbolism at play in the original, careful not to disrupt the meaning of the work.
The stepped guide is an essential piece of take home collateral designed to live on the fridge, the central hub of the household. The guide is designed to engage a diversity of people from different cultural backgrounds, ages and genders, in order to ‘speak to’ EWON’s full range of clientele.