Wolff Olins and OVO Create a Brand Platform and Design System Championing People and the Planet

OVO has launched a new strategic brand platform ‘Together, we have the power to make energy work for people and the planet’ alongside a re-energised design system, offering people energy choices that are better for them, their wallets and the planet. 

Created by Wolff Olins, the new brand platform and design system is supported by OVO’s ‘Path to Zero’, helping people across the UK to take practical steps to achieve net zero by 2035 through a new customer offering, with OVO’s smart tech and expert teams at their side every step of the way. The strategic decision to move from OVO Energy to OVO symbolises this bold new future.  

In an environment where people feel powerless in the face of rising energy bills and the climate crisis, OVO is taking a stance to empower customers to join the journey to zero carbon living. By investing in making smart technology affordable and offering innovative energy-saving solutions, OVO wants to enable everyone across the UK to make better energy choices for themselves, their wallets and the planet. 

The new brand platform speaks to this commitment to individual support and empowerment. But it also recognises that it’s only by working together with an extended team of experts, partners and, of course, customers, that a zero carbon future is possible at all. Decarbonisation is a team sport. 

This brand platform will be signalled with a re-energised design system to express OVO’s challenger spirit in the market, fighting for the customer with an optimistic, gutsy and straight talking personality.  

Wolff Olins, building on the foundational work by NB Studio, refreshed the brand using OVO’s two most iconic elements: the squared logo and ownable colour green. They gave the square meaning by using it in photography to show how they can enable and champion their diverse set of customers, bringing it to life with a dynamic, user-centric motion system. 

In addition, they brought depth to the colour palette by extending the range of greens, adding a fresh sense of natural energy and reinforcing OVO as a company that is striving to improve our planet. As well as introducing new dynamic layouts and updating the iconography. 

The re-energised design system works hard: it creates consistency across every touch point - from digital to OOH, events to partnerships - and enhances operational efficiency. It sets OVO up to be a digital-first brand as more customers manage their energy online and through apps. 

And it captures the energy and spirit of ‘Together, we have the power to make energy work for people and the planet’ inspiring more people to make small changes to reduce their bills and our collective carbon, and join OVO on a differently-powered journey to net zero.

Francesca Danczak, head of brand at OVO, said: “Wolff Olins has designed a brand strategy rooted in a market still facing an energy crisis - with the flex to see us into the next 10 years of our business. A foundation that can help us make energy work for people and the planet.”

“From the get go, the Wolff Olins team immersed themselves both in our culture and in our customers' lives, attitudes and perspectives. They ‘got’ our business faster than anyone I’ve worked with, understanding the nuances and pressures of a large organisation - while making sure that setting our brand strategy got the time and attention it needed.”

“In a sea-of-sameness, the redesign helps us to stand out in a way that can truly resonate with customers,” added Francesca.

Manlio Minale, head of strategy at Wolff Olins, added: “The industry needs a challenger like OVO, to create an energy system that works better for people and the planet. Helping all of us change our energy behaviours and collectively make positive energy decisions. It’s been a privilege working with such an ambitious, optimistic and gutsy OVO team who genuinely want to make this happen.”