Known in the UK for helping people control their home from their phone, the Hive brand’s rapid growth convinced parent company Centrica to expand into new markets, and further innovate in the smart homes services category.
Poised to compete directly with the likes of Nest and Vivint, the global Centrica Connected Home brand marketing team asked Wolff Olins to help them bring their new multi-market proposition, ‘Living Brilliantly’ to life.
“The current understanding of smart home services is mixed, but we are at a tipping point. We need exciting ways to communicate the real-life benefits.”Nicky Mackrell, Global Brand and Marketing Director, Centrica Connected Home
The team behind the Hive brand wanted to demonstrate that ‘Living Brilliantly’ is the ability to enjoy life through little moments of useful delight. For example, people don’t like coming home to a dark house, and Hive technologies mean you can step into the right temperature and lighting. Its services let you check in on your home when you’re away, keep you connected with loved ones, and talk directly to your home by linking in with platforms like Amazon’s Alexa.
To capture this, we created a dynamic, connected identity that could stretch across platforms and channels. Led by a new, living mark, the brand visuals use panels and shifting perspectives to reflect the uniqueness of our homes. The colour palette has been brightened to create a more approachable, friendly and energetic feel. The tone of voice and photography have been crafted to help the brand tell more human stories about the diversity of smart homes solutions.
“Wolff Olins delivered a brand identity that lives and breathes, embodies our strategy, and helps us communicate our viewpoint in a stand-out way.”Mario Rauter, Head of Global Brand, Centrica Connected Home
Image credit: apiphotos.co.uk
“Working with Wolff Olins, Centrica Connected Home have created a distinctive brand that should stand out from competitors in a complex category.”Marketing Week