Geneco
Power to empower Singapore
In 2018, Singapore opened its household electricity market to competition for the first time, ending a long-standing monopoly. Consumers could suddenly choose their electricity retailer — and in a market where the product itself is identical, the brand, not the kilowatt, would decide who won.
YTL’s Power Seraya, until then a B2B power generator, wanted to enter this new consumer market without putting its B2B name on the shelf. Brandient was engaged to give it a consumer face — clarifying and localizing Geneco, an established YTL brand from the UK, into a Singaporean retail-energy brand built for the moment of choice. A read of the opening market showed most early entrants still speaking the language of business customers, which left the consumer brand-positioning space unusually open; households were loyal to the incumbent but visibly willing to switch for the right reason. That gap, rather than the obvious price fight, set the brief.
The strategic call was deliberate on two fronts. Brandient steered Geneco away from the two reflexes a new energy retailer is most tempted by — competing on lowest price, and dressing up as a "green" brand. Lowest-price would have surrendered the brand to a commodity logic it could never win on for long; and the brand was positioned to lead with trust and service rather than environmental promise. The name was handled in the same spirit: "Geneco" was kept, but read forward through its generation of energy rather than as an "eco" claim, so the brand stayed honest about what it actually offered. What it offered instead was a trusted, next-generation utility built on relationship, convenience, a genuinely digital customer experience, and a real social purpose in the communities it served.
The organizing idea was Power to empower: in a market that had just handed people the freedom to choose, Geneco’s deepest offer was not cheaper electricity but agency — putting power, in both senses, in the consumer’s hands, and standing for positive impact in the communities it served. More than a tagline, it set the standard for the customer experience the brand promised to deliver, and it gave a long-established, engineering-led organization a single idea to rally a more customer-centric, digital way of working around.
The identity carries the spirit of a modern utility — a dynamic, flexible system with a forward-pointing spear mark that signals energy and momentum, and the dependable engineering a power brand is trusted for. The program reached from logo and iconography through corporate applications to the consumer website and mobile-app experience, so the promise of the positioning was carried all the way to the moment a household actually chose its electricity. The work was recognized with a Transform Awards Asia Silver (2018).
Client:
YTL Corporation
Industry:
Utilities and Energy
Project type:
New Brand Creation
Date:
2018
Services:
Brand Positioning; Brand Name, Narratives and Voice; Logo and Visual Identity Program; Digital Design; Corporate ID Program; Communication Design; Brand Guidelines
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