It takes world-class technology to optimise energy-hungry assets with zero impact to operations — and tangible benefits to revenue. That's what GridBeyond does. Its brand just wasn't doing enough.
GridBeyond, formerly Endeco Technologies, wanted a new name, brand and website that captured its passion and engineering expertise and resonated with customers seeking energy based savings, trading and performance monitoring.
"Really happy with the work Don't be Shy have done for us. They know our business well now, and interactions are effortless. They are always flexible, always helpful and always honest. From the initial RFP, Don't be Shy stood out and they continue to do so. And, more importantly, their work ensures our business stands out too."
First things first. All key stakeholders in the same space, bringing to bear their expertise and experience to achieve consensus on the deceptively tricky question: just who are we exactly?
Of course, the answer depends on who you're targeting. That's why, in addition to a brand focused workshop, GridBeyond also dedicated time to understand their audience. These energetic sessions resulted in a surplus of insights, which informed the creation of the following core assets:
Before we could create a new visual identity, we needed a name. Something that perfectly encapsulated how the business partners with the grid and helps customers to balance energy usage and optimise revenue. Something we could trademark.
Together, we brainstormed over 50 potential names before narrowing them down to just a few options which were voted on by the business. GridBeyond, of course, was the clear winner.
The logo and colourway brought the name — and what it stands for — to life:
Every element of the brand was devised to deliver a consistent and compelling aesthetic across all collateral:
With a name change comes a new domain. To counter the inevitable hit to SEO, we had the challenge — and opportunity — to make the site much deeper, more content rich, and easier to navigate for end users. And, of course, bring the brand to life in a completely new online experience.
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