uSwitch is the UK and Irish independent online price comparison site, enabling a switching platform to bring the best deals to the market. However, due to a MBO of the parent company it was a requirement to introduce a new brand into the Irish market and they approached us to develop a new brand name, brand proposition, brand identity and communications system that clearly conveys what uSwitch does in a compelling way to consumers.
uSwitch is an unbiased platform focused on providing switching information in two areas: Utilities (Gas/Electricity) and Broadband. The platform had built strong loyalty and recognition since its launch, which we were determined to retain from a naming perspective.
Our robust brand naming process to delivered a number of opportunities across many brand naming typologies from conceptual to evocative, functional to descriptive. The name needed much consideration, as it was important it could be trademarked with ease. Our final recommendation was Switcher, a descriptive name that is upbeat, active and energetic. We also developed the proposition ‘So Simple, So Switch’ which elevates the ease at which consumers can switch on the platform.
In tandem with the brand name we created a new brand identity that is fresh, approachable and friendly. The new brand ensures recognition with the past through colour and the iconic hand is used in many communications to build awareness and recall.
The name and brand identity were trademarked with ease. The brand launched in March 2015