Enercare unveiled a new logo and brand identity Thursday morning.
The change follows the company’s acquisition of Direct Energy‘s home services business in October.
The rebranding, which has been in the works since January, includes a new logo, a website redesign, new uniforms for technicians and a redesigned fleet of vehicles.
Sid Lee steered the redesign, with High Road Communications and FleishmanHillard assisting on how to communicate the brand to the market.
The company is also currently testing three concepts for a full ad campaign, also by Sid Lee, that is scheduled to run in August.
Lorne Solway, CMO at Enercare, said the goal of the rebrand is to present the company as a lifestyle brand.
“In the past, the Enercare brand was a bit more conservative in its approach, more functional in nature,” he said. “With our rebranding and new positioning, it really gives us the opportunity to pivot the brand… to more of a retail-centric look and feel.”
After taking a look at branding across the home services category, it settled on a red and black logo rather than using either company’s previous brand colours (Enercare had been green and blue, Direct Energy blue and orange). It also went with lowercase letters for a friendlier, more approachable look.
“We want to be much more vibrant and contemporary,” he said.
As it redefines itself, Solway said Enercare is also taking measures to better know its customers. The company has increased its data capabilities, both through the information its technicians collect during home visits and data from its marketing plans.
Those findings will help inform the company’s plans when it goes to market with its ad campaign later this summer. Brand awareness will be the main goal of the upcoming campaign, which includes TV, radio and digital.
