AMEE, the organisation which provides businesses with the easiest way to evaluate and report their environmental performance, is relaunching with new branding in order to build awareness and engagement amongst its key target audiences – SMEs and large corporations. Direct response and relationship marketing agency WDMP has developed a striking new brand look and feel, as well as tone of voice, that works consistently across both on and offline communications.
AMEE has created a recognised business environmental impact score for every business in the UK by combining Dun & Bradstreet published financial data with modelled environmental impact data. The new look and re-launch activity will help businesses to understand the AMEE proposition.
The new logo design brings together imagery inspired by both nature and process. As the act of engaging with AMEE is multi-faceted, with businesses undertaking different stages to gain and improve their score, the logo reflects this, showing how a company moves from a potential hotspot through to environmental neutrality.
In order to convey AMEE’s product as clearly, succinctly and single-mindedly as possible, the logo also includes the strapline, ‘The environmental standard for business’. This helps to build AMEE’s position as provider of the environmental score that will become the benchmark for all businesses, and which will soon to become a reporting requirement for government and large company tenders, much like a credit score.
WDMP is implementing the updated branding across a new website, email templates, internal and client-facing documentation and a range of re-launch marketing materials. The new website will take into account the B2B customer journey and functionality of AMEE’s product offering. In addition, a wider communications drive is planned that is likely to include direct marketing, targeted press and PR activity.
Tim Murphy, CEO at AMEE, comments: “We have developed a really groundbreaking product at AMEE and now we have the brand identity to take this forward. ‘The environmental standard for business’ is as bold and relevant as our product and puts AMEE at the centre of this emerging market, whilst our fresh new style is relevant, engaging and original.”
Gavin Wheeler, CEO at WDMP, adds: “AMEE’s offering is a complex one, so our challenge was to boil its proposition down to the clearest expression possible. The branding and proposition we have created delivers this in spades, whilst adding further weight and gravitas to the organisation as it looks to expand.”