Climate change has urged companies worldwide to pivot from fossil fuels to renewables. However, with limited affordable options and the lack of digitalisation in the energy industry, the transition to clean energy is lagging, especially in Asia.

We realised an opportunity to set up the first truly renewable and digital-first electricity retailer in Asia, using tech to streamline processes and reduce costs, resulting in simple and affordable clean energy. With that vision, Flo Energy Singapore was born.

To differentiate ourselves from the competitors, we need to be fresh and inviting. Taking cues from tech companies and emerging Direct-to-Consumers startups, we built a brand that resonates with digital natives.

Our website was the first touchpoint for our brand. We kept our website as simple as possible, shying away from jargons and complicated words. We published our rates daily to be fully transparent with our customers, and they could sign up directly for a plan through our website.

Usability was an important aspect in modern website. We built a responsive website that caters for different screen sizes, while keeping accessibility practices in mind. We conducted user reviews to simplify the sign-up process, ensuring pleasant user experience throughout.

Our challenge as a new player in the old utility industry was to build trust. We needed to show that we're as trustable and reputable compared to our long-standing competitors, despite being new.

We leveraged content marketing by publishing the Flo Blog to build authority. We published content related to the electricity industry and sustainability while keeping our distinctive look and feel to build our brand awareness.

To build affinity towards our readers, we also published local and topical content. For example, updates on the Singapore energy crisis in late 2021 and sustainability tips for Chinese New Year celebrations.

Brand Strategy, Creative Direction, Content