Energy Saving Trust Domestic Energy Efficiency, promotional material

Design of printed promotional material commissioned by the Energy Saving Trust, 2002. This design research project was commissioned by the Energy Saving Trust (EST), a quasi governmental non-profit organisation funded by the UK Government, the Department of Environment, Food and Rural Affairs (DEFRA). The researcher was commissioned to substantially review and redesign its printed communications specifically for domestic utilities users. This commission came about due to a strategy decision to encourage less energy use and carbon emissions as embodied in its EST’s ‘Electricity and Gas Energy Efficiency Obligations Order 2001’ and its report ‘Current Activities of the Energy Saving Trust, UK’ subsequently published in February 2002. A further factor leading to the commission was EST’s dissatisfaction with its current printed materials which had not generated sufficient public interest following a television advertising campaign promoting domestic energy efficiency developed by Saatchi and Saatchi. Working with the EST marketing department, the researcher reviewed the documents referred to above to identify the core values and the desired public response. It was concluded that the central message should be to emphasise the specific advantages of different energy saving measures in the home as a consequence of pro-active individual choice. The design strategy communicated direct and straightforward textual propositions to a wide audience, using supporting images of everyday objects in modern but not overly stylised settings. A set of standards for the use of logos, typefaces, typographic hierarchies, grids, formats and colour palettes was also tested and instigated. The resulting promotional material was distributed by direct mail campaigns and through Energy Efficiency Centres across England, Wales, Scotland and Northern Ireland. The emphasis on the family is an important part of EST’s energy saving advertising although has since by overtaken by a focus on what individuals and families can do to impact less on the environment.