WHEN THE FUTURE OF ENERGY CAME CALLING, WE TURNED UP THE HEAT.
OBJECTIVE
Develop a flexible, high-impact launch campaign for Vicinity Energy’s groundbreaking renewable solution, eSteam™. The campaign needed to educate, inspire, and motivate to compel current clients to adopt eSteam™, attract new prospects, and establish Vicinity as a visionary leader in renewable district energy.
SOLUTION
With the U.S. Regulatory landscape evolving, our strategic dive into eSteam™ was both extensive and challenging. It was essential to develop a launch strategy that clarified and evolved the eSteam™ brand story with a USP, content pillars, messaging, and positioning. This strategy then served as the foundation for the creative phase.
When Vicinity approached us with eSteam™, we recognized an opportunity to shift perceptions about energy itself. Collaborating closely with their team, we defined and refined language that was sophisticated, clear, and confident—positioning Vicinity as a trusted leader. From this work, the campaign line “eSteam™ Ahead” emerged, capturing the optimism and momentum of the launch with clarity and impact.
Visually, we struck a deliberate balance between Vicinity Energy’s established brand guidelines and the fresh creative needed to distinguish eSteam™. Drawing inspiration from existing palettes and typography, we pushed the boundaries to create something modern and sophisticated—enhancing the brand’s credibility and underscoring its technological edge.
Our creative framework was designed to be both bold and adaptable. From the initial mood boards and campaign messaging to the comprehensive visual center, every element was crafted for flexibility, enabling Vicinity’s teams to tailor content for different audiences and market segments. This alignment across strategy, visuals, and tone positioned eSteam™ not just as a product, but as a symbol of progress in renewable energy.
OUR DELIVERABLES:
– Campaign strategy & launch strategy
– A comprehensive brand art/visual center and refined messaging strategy
– A confident, sophisticated campaign line: “eSteam™ Ahead”
– Visual concepts that respected Vicinity’s brand while evolving it with modern, sophisticated cues
– Language that balanced clarity with regulatory requirements, resonating across diverse audiences
RESULTS
Through strategic clarity, design innovation, and a tone-perfect narrative, we delivered a launch campaign that made eSteam™ feel simple, exciting, and essential. The result? eSteam™ was positioned as the future of sustainable urban energy—and Vicinity Energy as a visionary partner in this critical transition.
Defy has been a true partner in strengthening and elevating our branding. They have helped us refine our product messaging and visual identity in a way that is resonating with our audiences across channels. They have felt like an extension of our team. Their strategic approach has not only enhanced our presence in the market but also equipped our team with a practical easy-to-use toolkit we can confidently run with. — Pam Clark - Chief Commercial Officer (CCO) and Senior Vice President at Vicinity Energy
