The Challenge Presented:
Following the merger of three legacy brands into a single customer-facing identity, Genesis needed a complete brand ecosystem capable of uniting customers, employees and stakeholders behind a single vision for New Zealand’s energy future.

The challenge was to create a refreshed brand that could bring together how Genesis looks, sounds and behaves, while demonstrating how the brand can help New Zealanders get more from the energy they use every day.

The Strategy Created:
Using Bastion’s proprietary World Building framework, an integrated team spanning brand strategy, creative, PR, customer experience, digital, design, cultural advisory, internal communications and innovation worked collaboratively with the Genesis Brand, Marketing & Digital teams to create the refreshed brand.

At its heart is Life At Full Power™, a platform built around the idea that when energy is managed and under control, every life can be lived at full power. From the Sunburst visual identity and sonic branding to customer experience principles, Bastion helped to create a unified brand world and brought it to market through an integrated national campaign spanning television, out-of-home, audio, and digital.

Featuring 12 unique stories and relatable Kiwi characters, the campaign uses humour and everyday moments to showcase how Genesis innovations fit naturally into New Zealanders’ lives.

The Strength Achieved:
The transformation gives Genesis a clear, unified platform that connects its brand, customer experience, communications and innovations under one idea.

Life At Full Power™ showcases practical innovations including ‘Power Shout®’ and ‘EVerywhere’, demonstrating how Genesis gives customers greater control over when, where and how they use energy, and how smarter energy management can help lower total household energy costs.

The result is a refreshed Genesis brand built to support its ambition for New Zealand’s energy future and continue evolving as new innovations and communications roll out.