E.on Next / CAMPAIGNs, identities & photography:
the new voice of renewable energy
CONCEPT / ART DIRECTION / PRODUCTION MANAGEMENT
Being a new contender in a highly competitive market means E.ON Next had the task and space to carve out what their voice was in multiple arenas, and to communicate this to customers and prospects.
As the sustainable arm of E.ON, E.ON Next delved into areas of conversation that hadn’t been had before, and wanted to find the angles of modernity and relevance in an industry saturated with false promises and negative sentiment.
Below are some of the most prominent pieces of work I was involved with that showcase the forward thinking approach within the in-house team to encapsulate and communicate those desires.
Smart meter campaign
Smart meter adoption is a constant battle with a certain percentage of customers. Their reasons for resistance can range from anything from the fact that they just don’t add any value to their energy experience to a conspiracy that they have embedded camera. And E.ON Next had already released multiple campaigns and initiatives with facts and figures that still had not cut through to the remaining non-adopters.
That’s why E.ON Next embarked upon a testimonial focused campaign that would put our real customers at the heart of the campaign, allowing true and positive experiences to tell the truth.
We launched our “Experience smaaaahrt“ campaign, a campaign that showcases the in-built satisfaction of smart meters. From automated bills to more control over your energy bills, smart meters are a valuable asset to any home wanting a better energy experience.
Loyalty programme identity
CONCEPT / ART DIRECTION / PRODUCTION MANAGEMENT
Within a limited provider market, at a crucial time in energy history, E.ON Next saw the need to stand out in an individualistic and positive way. That’s why, in 2023, they embarked upon their loyalty programme initiative, an initiative that would be based upon the rewarding of climate positive actions that had a positive business impact.
With that in mind, Next Plus was born. A loyalty programme that encouraged home changes that would benefit larger society, with a tier based design system based off natural structures, and a simplified character system that interacted with the core logo.
Eco-anxiety campaign
CONCEPT / ART DIRECTION / PRODUCTION MANAGEMENT
Anxiety, disillusion, apathy. These are the core sentiments of Gen-Z when it comes to their ability to positively impact climate change.
What is the point? They’ve made the changes, big and small, yet aren’t able to see the rewarding effects in both their everyday lives and on a global scale. And with social media channels offering a constant stream of alarmist content, there seems to be no light at the end of their climate change tunnel.
As a leader in climate positive action, E.ON Next wanted to open the conversation, address the feelings it invokes, and offer a safe space to talk, action and influence these worries, as only by clearing our heads can we start to make effective change.
We did this with a series of podcast and influencer content to help in tackling the online problem head on, and making sure we were talking to the right audiences. And with a campaign landing page offering information on the subject and links to various sources we provided tangible help to those in need.
photographic art direction
CONCEPT / ART DIRECTION / PRODUCTION MANAGEMENT
Being a primarily illustrative brand E.ON Next didn’t have a bank of imagery they could use. But sometimes illustration isn’t enough, only real people and real photography will capture the sentiment needed.
We commissioned various shoots wherein I had the role of art director. Whilst at E.ON Next I art directed various shoots for staff and leadership, encapsulating the heart of our people, creating relatable imagery that showcases
Staff photography
E.ON Next had been relying on E.ON staff photography for their HR proposition and on any collateral that was focused on that category. Whilst usable, it didn’t have the E.ON Next brand sentiment, and felt very corporate.
We reached out across the business to involve real E.ON Next employees in our very first ownable staff photoshoot. With a varied shot list we managed to capture some nice candid set-ups, as well as more personalised group shots.
Leadership team photoshoot
The leadership team at E.ON Next had never had a dedicated photoshoot wherein they could have a set of images that unified them as a group.
We set out to create suite that would reflect the nature of the team, as well as E.ON Next as a brand. We also wanted a look-and-feel that contrasted E.ON’s photography with a more colourful and candid approach, whilst not losing a sense of credibility and authority.
Our photography split individuals into a core E.ON Next red tint colour backdrop, a secondary colour backdrop, and a third secondary colour backdrop with a little brand illustration inclusion.
