Accelerating the transition with good energy
When all energy suppliers claim to be sustainable, how do you convince the mainstream of a revolutionary alternative?
Sustainable energy platform with a mission
Vandebron ('Fromthesource') brings together supply and demand of renewable energy. As a customer you can choose your own energy source and supplier, making sure you know where the energy comes from and where the money goes. It's how Vandebron works towards 100% renewable energy. But how do you distinct yourself in a market where all energy supplier claims to be 'green'?
From a new website to a new story
In the analysis phase we found that some fundamental questions couldn't be clearly answered. This had everything to do with Vandebron's transition: from small start-up growing to being serious alternative. That's we decided to re-position the brand and create a clear, appealing and distinctive brand story. An important outcome was the positioning as an energy platform instead of a supplier. A platform that unites supply and demand but also for sharinig smart ways of saving energy, both at home and on the road. The resulting brand guide provided a clear directive for the design of the website.
What is good energy?
"Good energy is closer than you think" Vandebron says. But what does that mean, 'good' energy? Vandebron is fully transparent about the source of their energy in a market that is defined by a lack of it. Because if we want to speed up the energy transition we should produce more sustainable energy, locally! And so we decided to add location as a criterium to the selection procedure.
Air and light
As such, transparency is a core value. Transparency of the energy source and of the impact you make as a consumer. In the creative concept we took the perspective of the energy source itself: of the air (wind power) and light (solar energy). We translated this into an 'airy' design with lots of white space. But also quite literally by combining air videograhy and visualisations of 'good' energy that is produced under the actual weather conditions.
A smooth sign-up flow
Naturally, one of the key objectives of the website is to convert visitors into customers.
To this end we analysed, shortened and simplified the registration process. We then removed visual distractions by loading the sign-up in an overlay, making sure the visitor's attention remains focussed on completion.