Bill Identity
Brand refresh injects new energy into business story
Challenge
Since BidEnergy’s IPO in 2018, the company has seen a significant expansion in its service offerings beyond the initial market proposition of robotic bill parsing and validation of energy bills. In fact, the scope of services now extended well into every utility bill management need for users and providers of utilities. As a result, the initial branding, collateral and website did not reflect Bid’s evolved business story or service offerings. It quickly became apparent that market confusion was starting to build and that the company’s ability to penetrate new markets was being hampered.
Since launch, the company has constantly received positive feedback particularly in the way stakeholders talk about the business and its service offerings.
Idea
Analysing the core service offerings Bill Identity provided, we identified the core benefit to all customer groups was – Bill Identity ‘makes bills better’. This customer-focused proposition drove the re-brand starting with evolving the brand name. A subtle name change from BidEnergy to Bill Identity (Aka B.id) was actioned. The shorthand of B.id (the company’s ASX ticker) was something that was already in market, but by giving this meaning and extending the service offering well beyond energy bill related services, we were able to present the brand and its services in a more customer-centric way.
Experience
Bid worked with Collier Creative to refresh the brand name and visual identity system, ultimately bringing the brand to life through a variety of experiences including a new customer led website, a suite of refreshed sales collateral and launch materials. These experiences shared the re-brand to a range of internal and external stakeholders including employees, corporate customers, consumers and shareholders.
Drag to uncover the logo evolution from right to left
Outcomes
Since launch, the company has constantly received positive feedback particularly in the way stakeholders talk about the business and its services. Importantly, key customers have responded positively to the rebrand and are excited to see the transformation in the way the market perceives Bid and the problems they can solve for their operations.
