Your brand is how you present your organization to the world and your customers—it’s your identity and promise. A distinctive and consistent brand builds trust with your target audience. Whether you’re creating a new brand or need to refresh your current one, we can apply our experience building some of the most recognized and trusted brands to make your brand strong and effective.
Services: identity and positioning; creative & message testing; messaging & voice; logo development; color & typography; brand and logo usage guidelines
ENERGY STAR® Brand Management
CHALLENGE
The U.S. Environmental Protection Agency ENERGY STAR brand is a driving force in shaping public opinion and motivating people to embrace energy efficiency and sustainable living. Strategic brand management is critical to ensuring lasting results, being responsive to an evolving market, and continuously advancing the ENERGY STAR mission, all while staying true to the core identity of the brand.
STRATEGY
Cadmus has managed the ENERGY STAR brand for nearly 20 years. We diligently monitor brand use across all channels, develop brand guidance for partners and stakeholders, take proactive measures to protect the integrity of the brand, and lead strategic and creative exercises to ensure the brand relevance and evolution, including completely updating the brand in 2000 and refreshing the visual identity in 2015.
RESULTS
Between 2004 and 2018, awareness of the ENERGY STAR among U.S. households has increased from 40% to more than 90%, making ENERGY STAR one of the most recognized and Influential consumer brand in the country. More than 40 percent of U.S. households knowingly purchased an ENERGY STAR-labeled product in the past year, and, of these, 75 percent report that the label influenced their purchase decision.
