Highland Fuels
Highland Fuels is a growing, forward-thinking supplier of energy for homes, businesses and vehicles in Scotland and the north of England. Founded in Inverness in 1957, their vision is to be the first choice for heating, forecourt convenience, and commercial and marine energies.
The Brief
When Highland Fuels approached Dynam to work on a research-led brand refresh for the first time in over 60 years, we jumped at the chance! We were also tasked with the design and build of a new website that showcased their personality and new brand, whilst providing optimal functionality for both B2B and B2C customers.
Our Approach
A New Brand Built on Research
As part of the redesign project, our branding team partnered with market research firm, ScotInform, to develop a survey for both customers and employees, gathering their views about the company. We also conducted customer focus groups to determine new brand values, brand positioning and tone of voice, along with a brand and website workshop with the Highland Fuels team, which included an in-depth competitor analysis and industry benchmarking exercises.
This resulted in the creation of a modern and fresh new brand for Highland Fuels, complete with extensive brand guidelines, a strong visual language, and a set of unique illustrations. An animated logo was designed and utilised to launch the redesign on Highland Fuels' social media channels, further bringing the brand to life.
Developing an Effective Website
Once the Highland fuels rebrand was established, our web team began building and developing an exciting new website. The visual identity was extended across the website with copy being kept to a minimum to allow advanced UX principles to come to the fore. We also created a logical customer journey, with continual prominence on the appropriate call to actions across the site.
Becoming Highland Fuels' Marketing Team
Since the rebrand and website launch, we’ve become Highland Fuels’ dedicated marketing team, providing strategic direction and delivering a range of marketing and design services. As well as managing their social media and email marketing channels, we create and distribute monthly content, maintain their website, deliver PR and collaborate closely with the team on customer campaigns.
Highland Fuels recently launched Highland Electricity, the newest addition to the Highland Fuels family.
We were thrilled when Highland Fuels asked us to bring this new brand to life, not only visually and verbally, but in how it connects with their loyal customers. Our challenge was to create a brand identity and customer experience that felt as warm, reliable, and future-facing as the company itself. To achieve this we:
- Built a brand identity - from vibrant visuals and a clear brand narrative right through to the tone of voice
- Designed and built a customer-centric website - this includes a quick quote tool which makes switching energy providers easy and intuitive for customers
- Made energy feel personal - this isn’t just another energy company, it’s a trusted supplier now offering dual fuel to Scottish homes and businesses
As well as branding and website support, Dynam were tasked with launching the new brand to customers across Scotland. To ensure Highland Electricity’s launch truly landed with its audience, we rolled out a campaign across multiple channels, which included:
- A digital campaign on social media and email, tailored to spark interest and drive engagement
- A targeted maildrop to Highland Fuels’ loyal customers, so those already part of the family heard the news first
- High-impact advertising at Inverness Caledonian Thistle stadium, bringing the brand to life in the heart of the community
- STV advert that took the message to a wider regional audience, using the reach and familiarity of broadcast TV to build awareness and put Highland Electricity firmly in front of potential customers beyond its existing audience
We also created a launch video for Highland Electricity’s team which helped employees across the business feel part of the new brand from day one.
The Results
Both Highland Fuels and Dynam were delighted with the success of their brand refresh and their websites. The rebrand is evolving with the company, and their new streamlined sites are now visually impactful and user friendly with positive customer feedback, which is a win-win in our opinion!
We’re also proud to be Highland Fuels' and Highland Electricity's trusted marketing partner, collaborating closely to elevate their brands and expand their reach across the Highlands and beyond.
