Branding agency ORB Creative has teamed up with Be Birmingham to
help deliver a new five-year project to improve energy efficiency
and renewable energy sources in housing and small business premises
across the city.
Originally called 'Green New Deal', the energy-saving initiative
aims to provide the co-ordination, infrastructure and enhanced
scale to ensure that investment in retrofitting of houses and
businesses in Birmingham is maximised. The scheme was developed by
Be Birmingham, the local strategic partnership that brings together
partners from across the city to deliver a better quality of life
for residents and businesses.
Following a competitive pitch, Birmingham-based ORB Creative was
contracted to deliver a clearer marketing strategy for the project,
identifying the brand and its aims. As part of this, ORB carried
out brand workshops to thoroughly audit the project and develop a
clearer strategy. After consultation with Birmingham City Council,
Be Birmingham and other Partner Organisations, ORB devised the new
brand 'Birmingham Energy Savers', which aims to connect and engage
with a wide range of audiences across the city.
Robert Bloxham, Managing Director at ORB Creative, said:
"We approached the project brief with a view to developing a
brand that the residents and business-owners of Birmingham could
connect with. After consultation with the project team and
residents, we began by identifying the underlying values of the
project and then, through our Drawing Board sessions, were able to
outline exactly how it can connect to the residents and business
owners of the city.
"The work we have done with the Project Team is a critical part
of the overall project activity, as we need to ensure that the
message is succinct across all communication. After a number of
planning meetings, we have developed the Birmingham Energy Savers
brand, which captures the essence of this fantastic environmental
project that is sure to have a real affect on the city across the
five years."
ORB Creative now continues to work with the project to roll out
the new brand and strategy for its initial phases. This will see a
number of measures brought to target areas across the city from
now, through 2012 and beyond.
Chandra Quarshie from Be Birmingham said:
"When we developed this project, we knew the importance of
creating the right brand and delivering it in the right way. After
meeting with a number of agencies we felt that ORB Creative's
approach was the right direction for us. We're really happy with
the results and are looking forward to moving Birmingham Energy
Savers forward, helping to improve energy efficiency and renewable
energy sources across Birmingham. The overall aim of the project is
to impact on job creation and business expansion, as well as reduce
CO2 emissions and tackle fuel poverty."
Dave Allport, Programme Manager for Birmingham Energy Savers,
said:
"Since its inception, the brand has continued to grow. The
initial pilot phase of the project has already generated in excess
of 10,000 kW hours of electricity, bringing immediate benefits to
residents and businesses within Birmingham."
This project-win comes as ORB Creative celebrates its six year
anniversary. Birmingham Energy Savers joins the Jewellery
Quarter-based agency's client base, which already includes NHS West
Midlands, Lantra - Skills Council, Children Hospices UK, Birmingham
City Council and Aston Business School.