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Bid

By April 28, 2020 July 22nd, 2020 No Comments

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.

BID Case study brand icons

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.

BID case study photo
BID case study photo
bid logo comparison old bid logo

Drag to uncover the logo evolution from right to left

BID energy mobile treatments

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.

billidentity.com

Branding
Messaging
Design
Presentation
Website