Rebranding Five Energy Group Companies, With Strategy Behind Every Identity.
FX Group’s businesses serve different customers, from investors and technology partners to strata managers and households. Each needed a brand that made its role clear, spoke to its audience, and maintained a meaningful connection to the group behind it.
The Challenge
The companies belonged to the same group, but they served different purposes and reached different audiences.
An investor assessing the group needs a different message from a household choosing an energy plan. A technology partner needs to understand the platform’s capability. At the same time, a strata manager wants confidence in the people managing essential building services.
The challenge was to give each company an identity suited to its audience, while helping FX Group communicate the value of bringing those capabilities together.
What We Did
Gave the parent brand a clear idea
We built the FX Group identity around “Energy is capital.”
The idea reflects how the group helps organisations get more value from their energy assets, data and infrastructure. It gave the parent brand a clear commercial focus and a foundation for its visual identity and communication.
The connected forms in the new mark express those capabilities working together. The wider identity and tone of voice give FX Group an assured, contemporary presence for investors and partners.
Shaped each identity around its audience
We defined what each brand needed to communicate within the portfolio. These roles guided design decisions, giving each company its own character and a reason to look different.
FX Group: the investment vision and commercial strength behind the group.
Virtual Watt: the intelligence connecting energy assets, data and systems.
Silver Asset Services: the experience and capability to manage essential building services.
Ezi Power: an approachable energy offer for households and businesses.
Ziggy Metrics: a clear, distinctive presence for a metering and data specialist.
Made the group connection clear
We established when and how each company should show its relationship with FX Group.
In proposals and corporate presentations, the endorsement makes the group’s backing visible. In everyday customer communication, the individual brand can lead independently.
The guidelines give teams clear rules for applying that relationship, along with colours, typography, logo use, and communication principles.
The Impact
The work gave FX Group and its four portfolio companies a clear brand direction, with each identity shaped by its role, market, and audience.
Each visual system was designed to work across the channels and environments where the brand would appear.
Beyond the design, each business gained principles to guide how it presents itself, what it communicates and how it speaks to customers, whether reaching business decision-makers or households.
Together, the strategy and guidelines provide a foundation for growth, helping teams make consistent marketing decisions, build recognition and communicate why customers should choose them, while drawing on the group’s strengths.