The Statkraft Group is a European leader in eco-friendly energy. The group produces hydroelectric power, wind power, long-distance heating and gas. In Norway, Statkraft provides electricity and heating to approximately 600 000 customers through direct and indirect ownership in other companies. In 2007, Statkraft had an after-tax profit of 7 billion NOK, and about 2300 employees in 10 countries.
The challenge
After years of rising prices of electricity, the power industry in general found itself having a questionable reputation. In 2007, Statkraft started long-term work to restore its reputation and brand name. Part of this challenge lay in gathering the entire corporation into a unified profile that substantiated Statkraft's role as a provider of "clean energy" and distributor of environmentally-friendly power solutions for all of Europe.
The solution
Creuna developed a new visual profile for Statkraft, which was launched in April 2007. The profile was introduced nationally and internationally, including both subsidiary companies Skagerak Energi and Trondheim Energi. This strategy enabled Statkraft to improve recognition of itself and its new image, in both business and end-user markets. The new profile includes 2000 co-workers, 158 hydroelectric plants in Norway, Sweden and Finland, 3 windmill parks in Norway, 1 gasworks in Germany, as well as offices located in 8 European countries. In total, 750 vehicles and 2000 signs were given a new appearance. A wide range of profile-bearers were developed, including web sites, brochures and presentations. Our logo is a visualization of "clean energy" – the core of the Statkraft brand. Waves and colors inspired by water, wind and gas are visualized as energy sources seen from a global perspective. Our profile reflects the important qualities and hallmarks of Statkraft, summed up in these concepts; eco-friendly, innovative and beneficial to society.
The results
This new visual profile includes an integrated investment in brand-name creation and communication, which together contribute to illustrating Statkraft's position more precisely. Following the launch, significant improvements were evident in surveys taken to measure Statkraft's reputation.