Helping a progressive newcomer elbow their way into an industry of legacy giants
From enabling the energy transition — to supporting the people leading the energy transition
As our world becomes more dependent on electricity, the electricity grid becomes increasingly society-critical. But across the globe, the age of transformers on the electricity grids is putting a limit on how much the input from new and sustainable electricity sources can increase.
Oktogrid is a Danish startup that has developed a never-before-seen solution that helps the electricity sector ensure its legacy assets, specifically transformers, operate safely. The solution has the potential to help electricity grids globally operate more reliably. But how do you penetrate an international market that has been dominated by a small handful of corporations for decades?
Golam Sadeghnia, CEO
“When we set out to verbalise our brand communication and identity, we needed a push to get us out of our comfort zone and realign the way we term our values without getting too technical. The COPUS team were great at guiding us through the process and helping us establish a wide interface with our audience that resonates with our industry.”
The result was a distinct brand, visual identity and communications plan that showcases the innovation and a wish to grab the individuals that operate at DSOs and TSOs by the hand and help them change the industry from within.
01
Background
Oktogrid has developed a never-before-seen solution that helps ensure the safe and reliable operation of aging assets on the electricity grid.
The solution has the potential to help electricity grids globally operate more reliably — but how do you penetrate an international market that has been dominated by a small handful of corporations for decades?
02
Approach
Being a subtle newcomer in an industry of giants made it a difficult task, but also became a source of inspiration.
As we looked into the industry through interviews with key stakeholders and analyses of competitors, we found a discrepancy between how suppliers communicate and the thought processes of decision-makers.
These findings became the point of departure for the development of a new brand strategy and visual identity, which we co–created with our design partners Twentyten with the goal of creating a distinct and noticeable new player.
To bring the new brand to life, we developed a communications plan focusing on PR and social media.
03
Goals
The goal for the project was to build the foundation and strategy for the brand to become a known player in its field, attract customers and increase awareness in the European markets.
04
Outcome
The result was a distinct brand, visual identity and communications plan that showcases the innovation and a wish to grab the individuals that operate at DSOs and TSOs by the hand and help them change the industry from within.
After the strategy process, COPUS is now helping Oktogrid gain coverage in Danish and international press, focusing on increasing the company’s visibility through industry outlets.
