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Complete relaunch of an energy brand

Frauenporträt vor nächtlich beleuchteter Großstadt

From the minor to the major league: marketing agency Bloom used a 360-degree relaunch to uniquely position PST Energie on the German market.

Small in Germany, huge in Poland and present throughout all of Europe: PST Energie is a medium-sized, rapidly growing energy provider based in Munich. It is part of PGNiG, the largest gas supplier in Poland. And it also intends to become a major player in Germany.

But the market has become very diversified. A virtually impenetrable pricing jungle has evolved with over 15,000 rates (just for electricity). The marketing challenge: how can PST Energy uniquely differentiate itself from the competition for end customers and B2B partners?

Brand identity – finding and inventing the brand

The Munich branding agency Bloom took on this challenge by completely relaunching the corporate identity. The unique, differentiating brand purpose that Bloom’s strategists developed for PST Energie: “We see the world through our customers’ eyes.” This message is the basis for the new brand identity: the brand strategy and positioning, the new corporate design, new imagery and the new website.

Bloom guided and moderated the relaunch from the very start with its brand expertise and rigorous Bloom Brand Master Plan approach. Based on a status analysis of the market situation, customer insights, and target group and competitive analyses, the brand purpose was developed in brand value workshops, and a brand proposition platform and brand story were created.

Creative solution – making the brand perceptible

The creative minds at Bloom used this as a basis to develop the brand’s new appearance and corporate identity, including a logo, logotype, imagery, colour scheme and typography.

Digital innovation – taking the brand online

Bloom planned the website relaunch based on UX criteria, tested it for usability and then programmed it. The website was modularly developed for several countries, SEO-optimised, is adapted for mobile use and, of course, enhanced with a blog.

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