Facebook Instagram Twitter LinkedIn


Using words to build a challenger brand

A simple, honest voice and branding have helped make Bulb a national favourite.

The problem with power

The UK energy market is dominated by the ‘Big Six’, who offer confusing tariffs, patchy customer service, and dirty energy.

One startup saw a chance to do things differently. By supplying 100% green energy at one simple, transparent rate.

We joined forces with our friends at Ragged Edge to help them bring that idea to life.

A bright idea

First, they needed a name. Something bright and sparky, reflecting their uniquely simple, friendly, honest approach.

Through a collaborative process involving designers, writers and the client, a simple solution emerged: Bulb. Inspiration and energy in one.

Then we gave them a voice: clear, confident, warm, no-nonsense. The way Bulb talks shows customers that – for the first time ever – an energy supplier is on their side.

Positive energy

We rolled out the voice across Bulb’s website and emails, alongside Ragged Edge’s elegantly human visual identity. And the brand took off – fast.

Bulb has since grown to over 1,000,000 customers. And it’s on course to become one of the UK’s few ‘unicorns’ (startups valued at over £1 billion). Big Six, watch out.