Cast of Kiwi Characters Lead Bastion Aotearoa's Ambitious Genesis Brand Transformation

Bastion Aotearoa has led end-to-end creation of Genesis' refreshed brand platform, identity, campaign and customer experience following the merger of three brands into one.

The agency has delivered one of New Zealand's most ambitious brand transformation programmes, partnering closely with the Genesis brand, marketing, and digital teams to create a refreshed brand platform following the merger of three legacy brands into a single customer-facing identity.

Featuring a cast of relatable Kiwi characters, from mischievous dogs and cheeky neighbours to nervous fiancés and long-suffering spouses, the work brings playfulness and boldness to a category that has traditionally struggled to build emotional connection.

The multi-year transformation challenged Bastion to create a complete brand ecosystem capable of uniting customers, employees, and stakeholders behind a single vision for New Zealand's energy future.

Using its proprietary 'World Building' framework, Bastion assembled an integrated team spanning brand strategy, creative, public relations, customer experience, digital, design, cultural advisory, internal communications, and innovation.

Working collaboratively with the Genesis brand, marketing, and digital teams, alongside PHD, PHDC, and production partners, the Bastion team developed every major element of the refreshed brand, from strategic foundations through to launch execution.

The scope of work included brand strategy and positioning, customer experience design, visual identity development, sonic branding, logo creation, tagline development, Te Ao Māori integration, internal launch, acquisition marketing, consumer and corporate activations, public relations, and an integrated national launch campaign.

At the heart of the transformation is the refreshed Genesis brand platform, 'Life At Full Power', a positioning designed to help New Zealanders get more out of the energy they use every day.

From the Sunburst visual identity and sonic branding to the 'Life At Full Power' platform and customer experience principles, Bastion defined how Genesis looks, sounds and behaves as a modern energy brand.

To bring the platform to life, Bastion worked with PHD on media and PHDC on social to develop a fully integrated advertising campaign spanning television, out-of-home, audio, digital, and social media.

The campaign comprises 12 unique stories of 'Life At Full Power' across channels, showcasing the practical innovations Genesis is offering customers to better manage energy use in their homes and vehicles.

Each story demonstrates how Genesis innovations fit naturally into everyday life, helping New Zealanders get more out of the energy they use and ultimately live 'Life At Full Power'.

Renowned filmmaker, actress and comedian Jackie Van Beek directed the work, and with production partner Reel Factory, brought the 'Full Power' strategy to life through humorous storytelling techniques.

Alongside the creative platform, Bastion also collaborated with Genesis Kaimahi Māori and Kruger Wetere, Pouhere Māori at Genesis, to develop Genesis' refreshed visual identity, centred on the Sunburst logo inspired by the story of Māui and his brothers harnessing the power of the sun.

The identity symbolises the ingenuity and innovation Genesis believes will help power a brighter future for New Zealand.

Steve Imm, general manager brand, marketing, and digital, said the refreshed brand reflects Genesis' ambition to play a leading role in New Zealand's energy future.

"'Life At Full Power' captures our ambition to help New Zealanders get more from the energy they use every day. The refreshed brand gives us a clear and unified platform to tell that story, while reflecting the innovation, ingenuity and optimism that will help power New Zealand's future."

Toby Sellers, CEO of Bastion Aotearoa, said the project demonstrates the power of true integration across every agency discipline.

"Bringing three brands together into one was never simply a marketing challenge," he explained.

"It required the creation of an entirely refreshed brand world, from strategy and customer experience through to identity, communications and behaviour change. This is one of the most comprehensive transformation programmes any team in New Zealand has ever delivered, and a strong example of what can happen when the full breadth of capability across Bastion comes together around a shared challenge."

'Life At Full Power' expresses a simple creative idea: when energy is managed and under control, every life can be lived at full power. The strategy connects that idea to the ways Genesis innovations help New Zealanders get the most from energy in their everyday lives.

Innovations such as 'Power Shout', one of Genesis customers' most loved benefits, now give customers the flexibility to redeem their 'Power Shout' against the most valuable hours from the previous 31 days.

Alongside EVerywhere, which enables EV drivers to access their home electricity rates at participating public ChargeNet chargers across New Zealand, these innovations give customers greater control over when, where and how they use energy.

Together, they demonstrate how smarter energy management can help lower total household energy costs. Over the next year, the Genesis transformation project will continue to roll out practical, straightforward innovations and playful, bold communications.