Oasis recharges identity for S&S

Oasis Communications is rebranding electricity company Scottish & Southern Energy, kicking off with the launch of a new identity for its home supply brand, S&S.

The move was prompted by the Utility Act, which forces energy companies to adopt separate brand identities for their distribution and supply businesses from summer 2000.

The identity, which rolls out next month across vehicles, uniforms and signage, aims to reposition S&S’s image as an emergency only service and present it as a provider of a quality, professional, round-the-clock service, says Oasis creative group head Matt Percival.

According to Percival, the livery makes subtle use of chevrons, a visual device normally associated with emergency services. “The S&S marque aims to strike a balance between offering the qualities of an emergency service and providing continuity for customers,” he adds. The S&S logo carries the strapline “delivering your electricity”.

The S&S identity is the first stage of a rebranding of all Scottish & Southern business-to-business and consumer brands. Oasis is rebranding the holding company Scottish & Southern Energy, which will launch by the end of the year, as well as its subsidiary electricity brands, including Southern Electric, Scottish Hydro-Electric and Swalec.

According to Percival, the long-term plan for Scottish & Southern’s subsidiary brands may include consolidating them into a single brand.