AEMO (Australian Energy Market Operator) was a new entity established through the unification of existing energy market operators: VenCorp, NEMMCO, REMCo and Gas Market Co. Blenheim brand™ were asked to create a visual identity and brand communications plan to bring together the diverse cultures, strengths and identities of each operator into one AEMO brand.
The emergence of global energy supply constraints and the growth of energy demand highlighted the importance for a coherent and unified approach to Australia’s energy management. A unified AEMO has a role to play in hastening the evolution towards an efficient, nationally aligned and strategically managed energy industry.
To forge a new culture and to clearly stake a new place in the market, we needed to clearly define the values and responsibilities of the new organisation. The new brand had to signify change not only to its external stakeholders but to the staff that came from 4 separate organisations. Our creative solution was driven by the proposition that a unified AEMO enables the Australian energy market to work for everyone.
The visual identity represents AEMO as a can-do enabler, enthusiastic participant and constructive collaborator as well as being grounded and pragmatic. The visual language represents the core idea of ‘dynamic networking’ that underpins AEMO’s commitment to both human and technological networking. The brandmark symbolises multiple elements and directions coming together to form a cohesive vision for the Australian energy landscape.
AEMO took over from the incumbent operators on July 1st 2009. Branded collateral, including corporate publications, stationery, websites and signage for seven offices were developed over six months and implemented nationally over a 4 day period, in order to incur minimal disruption to the businesses.
Brand and Communication Strategy
Web / Interactive / Digital