Rhythm: That’s Good Energy
Rhythm, a renewable energy electricity provider, started in Houston, Texas in March 2020. As a start-up going against major head honchos in the industry, Rhythm wanted to communicate how we are different than your average electricity provider and furthermore make a brand that people want to get behind and remember.
The main goal was to renew and raise consumer expectations of their retail electricity provider. Not a normal approach for the industry, so we had a tall order to change the perception.
Client:
Rhythm Energy
Team:
Creative Director: Caroline Schaffer
Senior Art Director: Eric Wilson
Senior Copywriter: Brady Hartung
Head of Marketing: JP Campione
The Approach
By tapping into our name, and understanding our position in the marketplace (a consumer champion), we wanted to capitalize on energy bad practices by shining a light on what good energy means. We did this by proclaiming we are the “Good Energy” company and defining what good energy means. We define good energy as the moment when a decision or action creates a better outcome.
We share our good energy in 4 main reasons to believe:
Fair and transparent pricing for new and renewing customers.
Around-the-clock care and support to best serve our customers.
Commitment to renewable energy and a cleaner future.
Using data & technology 24/7 to put you in control of your energy.
By creating a foundation of what good energy means, we leveraged the name of our company, Rhythm, to amplify our communication strategy while connecting our name to what we do. We approached this by creating 4 main focus areas of “good energy”; sports, music, dance and community. Through these lenses we were able to build a brand campaign of what good energy means to differently people.
“We’ll treat all customers with love and fairness, meaning new and existing customers get access to the same great rates.
We’ll offer around-the-clock service and support, because we care about each of our customers.
We’ll always be committed to the future of our beautiful planet by only offering 100% renewable energy plans.
We’ll work behind the scenes day and night to dissect the data and develop the technology that provide customers with a best-in class experience and make them feel more in control of their energy consumption.
We put all of our energy into making yours better.”
Our Voice
OPTIMISTIC. We are a positive beacon in an industry and world that oh-so craves it. We are inspiring and courageous in what we say. We encourage people to be part of a community of like-minded individuals that are working toward building a better tomorrow.
STRAIGHTFORWARD. We pride ourselves on being transparent. We get there by avoiding long-winded, jargon-laced phrases that require a lot of explanation. We’re succinct and to the point.
INFORMATIVE. We’re always transparent about pricing, plans, and the industry—what you see is what you get, all the time. Our words need to reflect our gimmick-free, always-honest approach and how we conduct business. Because if there’s an industry that needs a shot of truth serum, it’s this one.
STRATEGICALLY WITTY. Even though we like to think we’re doing our part to change the world with renewable energy solutions and cutting-edge technology, we don’t want to take ourselves too seriously. Being clever, sarcastic, and humorous tactically is our key to connect with people who may not know a lot about energy.
Building The Book
When we approached the brand redesign we wanted to make sure our design language communicated the idea that we are a consumer champion. In order for us to depict ourselves as the consumer champion we had to get behind our tagline, “That’s good energy”, and start to understand what does good energy look like when it’s abstracted. The main assumptions we made were that the brand needed to be bright, bold, inviting and human. The elements, color, font, icons, illustration and photography were all created through that lens.
We wanted to start with a signature element that would convey what good energy looks like in an abstract way. We developed an organic shape and titled it the “good energy wave”. This wave is used in our videos and photography to show case energy in many forms. Whether it been the energy from your home or the inertia of energy you as a human being create. This showcases good energy is everywhere and it’s inside of you.
Photography
We showcase the wave in lifestyle environments as well as masked out.
The people we use are always approachable, diverse, and exude good energy.
We make sure to find photos that utilize our brand colors. If the colors don’t quite match we photo edit them.
The wave is used to show where good energy resides, whether its around the individual or an action that they are taking.
Expressive and Productive Icons
With the name like Rhythm in mind, we created a robust system of iconography that was applied to the product side as well as the marketing site. The productive icons where used for list, plans presentations and all throughout the dashboard. The expressive icons, animated pictograms, were used to highlight RTB’s and draw users eyes to content that was wanted to amplify on the site.
Color Palette
Our colors needed to stand out from the over-saturated sea of same in the electricity industry. With purple being the primary color, we wanted to modernize the palette that not only complimented the primary purple but also created flexibility to not be monochromatic.
Creating the Web Kit
After we were able to define all of our components we worked tireless to create a library that we could share with out developer team to build out defined styles which included; type, forms, buttons, icons, color, spacing/grid and major design components.
That’s Good Energy
Whether you’re a rising-star athlete or an Americana band, good energy moves us all.
Rhythm Energy has partnered up with local rising Texas talent to showcase what good energy means. Through the lens of our ”good energy” focus areas ie; sports, music, dance and community, we are providing a platform for these rising stars to amplify their brand as well as ours in an authentic positive way.
Press release
HOUSTON, [date] – Houston-based Rhythm Energy launched its Good Energy Campaign, featuring Austin’s Shane Smith and the Saints and University of Houston star wide receiver, Nathaniel “Tank” Dell.
As a local retail electricity provider in Texas that launched in 2021, Rhythm continues to raise and renew customers’ expectations of their energy provider. One thing that’s been consistent since day one has been the constant positive feedback and reviews from its growing, loyal customer base, creating a momentous flow of good energy to customers.
Whether you’re one of the highest-rated electricity companies in Texas in Rhythm, a rising Americana band in Shane Smith and the Saints, or a soon-to-be professional football star in Tank, Rhythm Energy sought out local Texas talent to further demonstrate the countless ways good energy can be defined and delivered.
For Rhythm Energy, good energy is treating customers right, offering transparent, fair pricing on its renewable energy plans, and giving new and renewing customers the same great rates…
Awards
Telly Awards: That’s Good Energy Commercial Series
*Rhythm Energy – Tank Dell (Lighting)
*Rhythm Energy – Shane Smith & The Saints (General)
*Rhythm Energy – Shane Smith & The Saints (B to C)
*Rhythm Energy – Tank Dell (B to C)