Spark Energy 

Meet a new, real energy alternative to the Big 6 utility companies – Spark Energy.

Zero were commissioned to undertake a full branding exercise to launch Spark into the marketplace and develop it further over time. From the outset we were a fundamental part of the whole exercise, brought in at an early stage to fully participate in all angles of the branding process.

From involvement in the naming and strapline development, right through all of the customer facing material, our expertise in this field were utilised fully, as an integrated part of the launch team.

The name and identity had to have a lively modern feel, something dynamic and exciting, but which also stood for reliability and respectability. With Spark we have helped develop a real alternative to what's currently in the marketplace while ensuring that we’re not alienating consumers.

Founder of Spark, PJ Darling, said that Zero, “have taken a fairly wide-reaching brief and delivered against the strategy perfectly. It’s rare to have a creative team be mindful of strategy while still delivering leading creative. It’s been a very rewarding experience throughout.”

While using its brand to differentiate visually from the traditional players in the marketplace the company is focusing on delivering benefits that truly help to differentiate the business including:

Price Guarantee – we’ll always be cheaper than British Gas or we’ll refund the difference
100% renewable electricity – within 3 years we’ll generate all of our customers electricity through renewable resources
Best Customer Service – our goal is to be ranked #1 in Customer Service within 1 year. We’re doing this by paying our staff more, providing a better working environment, enabling them to partake in the success of the company and giving them the power and the tools to help customers. And it’s all based from Edinburgh, not Bangalore.
Unique Benefits – e-coupons with each bill giving customers free movie passes, discounts at favourite bars, restaurants and online retailers and more…

The key behind the business was in setting challenging but achievable goals like these and delivering them consistently for every customer. As Spark Energy CEO, PJ Darling commented, “The proof and the profits, will be in the delivery.”

Lisa Jelley, managing director of Zero said, "This was a brilliant opportunity for us to show what we can do for customer-facing companies, as well as business to business. As a very brand focused company, Zero really thrives on wonderful projects like this one. We have thoroughly enjoyed working with PJ to make his dream a reality, and we look forward to helping it grow for many years to come."