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Be Birmingham launches new energy-saving brand

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By The Drum Team, Editorial

March 24, 2011 | 3 min read

Be Birmingham has launched a five-year project which aims to improve energy efficiency and renewable energy sources.

The initiative commits Be Birmingham to maximising investment in retrofitting houses and businesses in Birmingham through new brand Birmingham Energy Savers.

The Birmingham Energy Savers brand was devised by ORB Creative, which was contracted to deliver a clearer marketing strategy for the project, and aims to connect and engage with a wide range of audiences across the city.

Be Birmingham’s Chandra Quarshie said of the scheme: “When we developed this project, we knew the importance of creating the right brand and delivering it in the right way. After meeting with a number of agencies we felt that ORB Creative’s approach was the right direction for us. We’re really happy with the results and are looking forward to moving Birmingham Energy Savers forward, helping to improve energy efficiency and renewable energy sources across Birmingham. The overall aim of the project is to impact on job creation and business expansion, as well as reduce CO2 emissions and tackle fuel poverty.”

And ORB MD Robert Bloxham added: “We approached the project brief with a view to developing a brand that the residents and business-owners of Birmingham could connect with. After consultation with the project team and residents, we began by identifying the underlying values of the project and then, through our Drawing Board sessions, were able to outline exactly how it can connect to the residents and business owners of the city.

“The work we have done with the Project Team is a critical part of the overall project activity, as we need to ensure that the message is succinct across all communication. After a number of planning meetings, we have developed the Birmingham Energy Savers brand, which captures the essence of this fantastic environmental project that is sure to have a real affect on the city across the five years.”

ORB Creative now continues to work with the project to roll out the new brand and strategy for its initial phases. This will see a number of measures brought to target areas across the city from now, through 2012 and beyond.

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