Transforming City Gas, a 160 year-old utility brand, for a modern era requiring sustainable energy solutions for the future.
Winner of Silver and Highly Commended Awards for the Best Visual Identity and Best Corporate Evolution in the Transform Awards 2022
The Challenge
Energy is something we use daily but do not engage with. Our relationship with energy is exemplified by consumers’ relationships with City Gas. As the sole piped gas provider in Singapore, with 160 years’ heritage of serving over 870,000 households and businesses, many consumers are either not aware of or do not understand what City Gas offers.
The Insight
Together with DIA, City Gas embarked on extensive research into both consumers and businesses to understand how we could transform City Gas into a modern provider sustainable energy solutions for the future of Singapore.
We found that beyond the typical expectations of energy providers, City Gas fell short when it came to perceptions of sustainability – despite the fact that the by-products of piped gas combustion are greener emissions like hydrogen and water.
To better align City Gas’ agenda with consumers’ expectations of energy and Singapore’s sustainability agenda, a new name and complete brand strategy and architecture was developed, defining City Energy as provider of sustainable energy solutions in an expanded portfolio of offerings into other areas of green living, now and in the future.
A strong consumer-centric visual identity was created and a rich set of applications developed to tell the new story.
The Impact
Building on their 160-year heritage, City Energy is now Singapore’s leading single source of integrated and sustainable energy solutions, energizing homes and businesses with solutions that are accessible and green.
From piped gas to EV charging and low-carbon solutions, City Energy has launched new offers, and launched its new branding in December 2021 to great response, including awards for Silver and Highly Commended Awards for the Best Visual Identity and Best Corporate Evolution in the Transform Awards 2022 and SPBA Singapore Brand Promising Award 2022.
