Boost power is an energy company specialising in digital PAYG electricity and gas.
With the review of Boost Power’s core brand values I redesigned the product to reflect the update.
The project took all 2018, and included testing the new visual identity with our customer base to make sure the new designs resignated with them.
The target market for Boost was stretched and struggling families.
As a result the brand was redesigned to be on the same level as the customer, we’re in it with them.
The product had a strategic edge to help the customer help themselves, as in the case of the winter wallet campaign, where we would encourage customers to save each top up to a winter fund.
This was a no fuss, uncomplicated brand with no hidden strings attached.
Keeping simple in our values also ensured we made the experience as uncomplicated as possible.
The existing brand used 100% yellow and 100% black, which is predominantly used for print.
We shifted the yellow to a slightly warmer shade, and softened the black, this resulted in a more engaging and less alarming palette, whilst still leveraging the existing brand.
Our illustration style moved to reflect what the brand was trying to achieve, being human.
Instead of robotic, perfect vectors the style was moved to be more hand drawn and playful.
The exiting brand font wasn’t versitile, using only a heavy and a light version of a serif font, as a result the website was filled with other fonts.
We landed on Montserrat as a body font for versility and Baloo as a headline font to build depth and create character within the brand.
The existing brand was filled with stock photography of people holding phones.
We set a rule to only use photography that was of real people natural in their environments, and not staring at devices as a means to communicate managing their energy.
As we were focusing on visual elements we used a stripped back early iteration of the designs, then plotted it against our competitors, using the current website as a control. We asked customers how they felt on a scale of 1 - 5 on questions that best reflected the new values. We did two rounds of testing on usertesting.com with 8 people in each round.
We had originally opted to use illustration over photography, but after testing we found that using photography made our brand appear more human and helpful by quite a significant amount.
We also found that we had overdone it on the curvyness on the brand, making it look too playful and not secure enough for an energy compnay compared to some others, so we reduced the beziers opting for slightly more uniform illustrations.
I also designed and co-ordinated a line of tshirts for 200 staff members,
as well as photographed them in it for the ‘about us’ page on the website.
DRIVEN BY DESIGN
© 2020 Ness Grixti
Design is like a fart, if you have to force it, it's probably shit.