My Scope
Brand Strategy
Art Direction
Product Design
Multi-Channel Rollout
Touchpoint Audit
First Utility was the UK’s leading independent energy supplier, positioned directly against the "Big Six" legacy energy providers.
As the second designer hired in-house, I was task with supporting the digital and brand strategy rollout for their first national TV campaign. The challenge was to bridge the gap between high production TV advertising and the digital product journey, partnering with lead creative agency VCCP to translate a surreal broadcast spot into a seamless, high converting digital experience across every customer touchpoint.
Strategy
The campaign centered around the satirical concept of “HD Energy” powered by mythical unicorns.
The strategy poked fun at legacy energy suppliers using buzzwords like "Ultra" and "Max" to justify higher prices, when in reality all electricity is identical. Designed to target UK families and first time switchers during prime weekend broadcast slots, the narrative presented a heightened, surreal problem before landing a grounded, down to earth punchline: All energy is the same. So why pay more?
Design System
The visual language takes its cues from juxtaposing the mythical unicorn imagery against everyday domestic settings.
To maintain visual harmony between VCCP’s TV production and First Utility’s branding, we extracted key visual anchors directly from the video stills focusing on clean, white unicorns set against soft, gradient sunset backgrounds.
This surreal duality was engineered across digital and print channels to stop users in their tracks while keeping the switching proposition clear, accessible, and grounded.
Execution
Campaign landing pages optimised for desktop and mobile conversion journeys.
Responsive email design suite for customer onboarding and retention.
Modular social media templates and social video assets.
High-impact Out-Of-Home (OOH) print billboards and internal marketing collateral.
Impact
The "HD Energy" campaign delivered a massive national impact.
Generating a 52% uplift in total web traffic and driving an 11% increase in total customer volume. The project highlights my ability to collaborate with top-tier creative agencies to build synchronized, end-to-end campaign ecosystems from TV screen to digital checkout.
