Services provided
What
Ignitis, formerly known as Lietuvos Energija, approached us just before the energy market liberalization. They needed to reshape their image to succeed in a consumer-centric market, moving away from the perception of being a state-owned monopoly while addressing their lack of commercial experience and emotional brand associations. Knowing that the first hurdle would be convincing clients that genuine changes had been made to the services they offered, we were excited to take on this challenge.
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Insight
To prepare for the challenge of reshaping Ignitis's image, we took a close look at how other companies in other markets had navigated market liberalization. This involved analyzing consumer behavior and how both established players and newcomers approached their markets. From our analysis, it became clear that Ignitis needed to emphasize modern qualities like transparency, innovation, and agility. While new competitors were viewed as fresh and forward-thinking, Ignitis was often perceived as a 'former state-owned monopoly' and needed to change their tone to meet these modern expectations. Although Ignitis had a wealth of experience and a solid track record in creating energy solutions for Lithuania, they had to actively show consumers that they were evolving. Our insights highlighted that it would take time for the public to change their views, so Ignitis needed to work hard to communicate its commitment to modernizing its services and becoming a more forward-thinking brand.
Positioning
Working closely with management, we determined that Ignitis would stand out in the market by focusing on two main areas: product leadership and operational excellence. We envisioned energy as a platform of solutions, recognizing that evolving technologies give consumers and businesses new ways to optimize and benefit from their energy use. To effectively communicate this innovation, we needed to ensure it translated into real value for a wider range of clients. This led us to develop a clear value proposition: "Making users energy smart." By emphasizing this message, we aimed to show how Ignitis could empower customers to make informed decisions about their energy consumption, ultimately enhancing their experience.
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Result
The transition from Lietuvos Energija to Ignitis marks a significant step in breaking free from the perception of being a state-owned monopoly and transforming into an international service provider. The name Ignitis embodies the mission to ignite change and conveys a message of being energy smart, positioning the brand not as a hero but as an empowering assistant for consumers looking to enhance their energy use. Complementing this new identity, the visual system created by our design team andstudio ensures the brand is easily recognizable through distinctive elements that effectively communicate Ignitis’ commitment to consumer- and client-centric values, reflecting its core principles of expertise, trust, versatility, and innovation.
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