Sumo - A Bold Comeback in Energy

• Prize
  Honorable Mention in Brand identity / Branding
• Company
  The Edison Agency
• Lead
  Amber Bonney
• Project Link
  View
• Team
  Amber Bonney, Calin Barker, Andrew Christensen, Gabrielle Versace, Steve Wren, Matt O'Connor, Alex Selles (client)
• Client
  Sumo Power
• Video
  Link to video

Sumo Energy had lost its challenger edge, blending into a commodity market. The Edison Agency repositioned it with a “Local As” strategy, championing Australian ownership and service. A refreshed identity with an optimised brandmark featuring sun symbolism, vibrant local design cues, and approachable voice rebuilt trust and distinctiveness. Research showed 60% found the direction appealing, and over half would consider switching, proving the new identity delivered relevance, cut through, and measurable commercial impact.

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