Egg was hatched to help crack the energy transition. Supporting people moving to clean energy with flexible subscriptions for EV home charging, solar and storage.
Overview
A zero to one venture launch that helps Liberty Global strengthen their growth in the energy sector. This venture graduated from a multi-year sandbox we ran with LG to explore a range of ideas in adjacent industries.
Role
As creative director, I led two teams (across brand and product design) to revamp an acquired energy solutions provider and relaunch it as this disruptive new venture in under nine months.
The whitespace
By 2030, 90% of new car sales will be electric. But for most EV owners, the biggest challenge isn’t the car – it’s the hassle and expense of installing a charger at home. After an incubation phase in our sandbox, we validated demand for a subscription service that makes the move to electric more accessible with zero upfront cost and no long-term commitments.
The purpose
We set out to bring life and energy to a boring blue industry, drowning in kilowatt-dafuq jargon. Unlike most of the competition who focus on the technical side of things, we opted for a softer, more human approach that looks at the world through the eyes of who it’s meant for... our children.
The brand
We created an energetic identity unlike anything in this space. Inspired by the optimism of youth. With a name that represents the need to break things to make progress. A visual identity that draws from the sun – warm, bright and full of energy – paired with a jargon-free voice that makes clean energy feel as easy as ABC.
The experience
We designed a scalable experience that turned a laborious process into light work – simplifying the quoting process from in-person visits to a few clicks online. The system works across EV charging, solar panels and storage solutions, supercharging sales with an optimised journey whilst ensuring customers are supported at every step, from installation to daily use.
The result
Egg makes it easy to enjoy the benefits of clean energy.Over the course of 9 months, we went from anidea on a page to a venture in-market. Following launch in February 2022, Egg surpassed all internal targets with 185% subscription sales volumes against targets and a 37% boost in solar sales.
