Project / Sarawak Energy, East Malaysia
Task / Brand Strategy, Repositioning, Logo and Visual Identity Design
Client / SESCO Berhad
Year / 2012–ongoing (CI Guidelines update 2017)
In collaboration with Shauna Li Roolvink (Brandhub)
With more than 100 years of service as Sarawak’s energy provider and socio-economic growth engine, Sarawak Energy has expanded into an array of energy retail brands. However, this has resulted in a confusing brand architecture that diminishes the authority of the parent brand, as well as causes a lack of synergy within the group.
Our team, together with our partner Shauna, developed Sarawak Energy’s rebranding strategy to resolve this problem: by consolidating Sarawak Energy’s numerous brand hierarchy into a single brand, it will reduce internal and external confusion.
Work began with an extensive brand insight exercise carried out by Brandhub, with research focusing on market, customer, company, and brand analysis. The scope of work was then extended to include consumer focus groups; B2B, stakeholder, and management interviews; and a brand and customer experience audit to help all involved parties grasp the transformation.
Based on the compiled information, our designers then created a new logo and visual identity system, repositioning the company as a modern and reputable authority in meeting Sarawak’s need for reliable, renewable energy. The new positioning also reflects Sarawak Energy’s ambition in becoming a leading energy provider within the surrounding region through the Sarawak Corridor of Renewable Energy (SCORE) strategy, a crucial economic development plan that capitalises on Sarawak’s energy resources.
Our design work covers many applications from main building sign to livery.