BRAND PERSONA
AND CHARACTER
Client
Green Mountain Energy
Year
2021
ROLE
Creative Director, in partnership with CD Copywriter
CHANNELS
BUSINESS CHALLENGE
CREATIVE SOLUTION
CONTRIBUTIONS
Brand Positioning, Character Development
Green Mountain Energy set out to be the actionable answer to climate change for individuals. They needed a brand persona or character with a clear voice to deliver environmental hope to their markets.
The strategic positioning defined insights into cultural and consumer sentiment, the shifting energy category, and energy brands. This in-depth process revealed that people need hope and an approachable, affordable way to make a huge environmental impact. GME provides that:
Choosing 100% renewable energy for your home makes a bigger impact on climate change than recycling, driving an electric car, and eating vegan—combined.
Nature itself needed a voice to rise above the noise. After a creative exploration spanning animal, human, and smart home devices as spokespeople, we collectively arrived at a lovable brand character. The GME Firefly is an energizing maverick who ignites hope for our future through action. The firefly’s youthful exuberance brings positive messages to the climate discussion when it matters most—consideration and purchase.
-
Motivated a remote team of 8 creatives to explore and rationalize dozens of possible solutions and extensions.
-
Partnered and collaborated extensively with the strategy lead during the 6-month positioning process.
-
Assisted the strategy team in facilitating stakeholder workshops and attended qualitative consumer interviews.
-
Onboarded and guided a remote division to assist in the 3D character creation and estimating process
-
Led the presentations and close collaborative discussions with Green Mountain Energy stakeholders
RESULTS
The GME Firefly has been successfully launched and fully adopted into all website and video advertising.
Hi! Meet the GME Firefly
"So glad to meet you! I'm a curious, confident, and friendly firefly. I'm like the smart loveable kid from the neighborhood who lights up a room with enthusiasm and hope. I spread the word about how simple it is to help the environment by choosing clean energy. A conversation with me is educational but fun, fun, fun. I also love to learn so I'm hoping we can all teach each other more about the environment."
Conceptual process: mood board
Conceptual process: personifying The Sun and The Wind
Conceptual process: smart home speaks the truth
Conceptual process: watchful green tree frog
Why the firefly?
A light for hope in the dusk and dark
An obvious connection to electricity and the times
A beloved wonder for ALL ages
Ever-inspiring, beneficial, and doesn't bite
Predatory eaters that help the environment
Their luminescent chemicals are used in cancer and disease research