Business Energy Advice Program (beap)
Challenge
To design a brand identity and user experience for delivering an $11.7m national business energy efficiency program (beap) for Business Australia and the Australian Government.
The Business Energy Advice Program (beap) delivers advice to help small businesses and their representatives get better energy deals and reduce their energy usage.
Through the program businesses can book a free Business Energy Advice consultation. This is a personalised service delivered by Business Australia and funded by the Department of Industry, Science, Energy and Resources.
The program provided two free services for small businesses.
Through the service businesses:
Understand energy saving opportunities
Choose the best energy plan for for their business
Receive tailored advice on energy efficiency opportunities best suited to their industry
Access to an energy spend benchmarking tool that allows small businesses to compare their energy spend against similar businesses in their industry and region.
Services:
Brand strategy
Brand identity
User Experience Design
User Interface Design
Co-design
Awards:
Kentico site of the year 2019 for Marketing Implementation
Process
We ran a series of design sessions with Business Australia to map out the user journey, brand identity and core messaging as well as digital experience of the program. The program required a trustworthy, yet approachable identity and needed to serve over 18 industry verticals, from professional services to agriculture. The program also needed to support a huge enquiry volume as a Government promoted nation wide program.
Once mapping out the architecture we designed a brand identity and all touch points for the program including website, forms, interactivity, communication pieces and brand messaging.
UX design & website
A beautifully designed user experience that supported businesses through a process of becoming more energy efficient. The service was designed with a clear user flow, detailed energy report, follow up emails and communications.
Brand identity
We designed a simple and approachable brand identity with 3 sub-brands for Retail Market Advice, Energy Efficiency Advice and the Resource Centre. Beap is an approachable and responsive service which gives small businesses free advice to lower energy costs. The free service not only minimised cost of energy but also offered advice to businesses on lowering energy consumption.
The identity was designed to appeal to all 18 industry verticals with imagery, messaging and iconography for maximising the reach of the free service and for all customers of the service to easily navigate resources specific to their industry.
Reporting
Another design consideration for Beap was the practical reports that were issued to customers after their free energy consult. The reports needed to display complex energy reporting in a simple way to the reader. We designed a set of dynamic infographics which were generated on completion of each consult and added to a custom report. One of our key design principles for Beap was to create an identity system which was approachable so we carried this through the brand right down to the energy reporting.
