It is about creating something so engaging that it can change the perception of an established business.

branding, logo, video, website, tradeshow

The OnePoint Story

OnePoint is one of the nation’s leading full-service utility management companies with two distinct target markets. Their B2B side monitors provider bills and addresses maintenance issues before they become expensive problems. From installing and maintaining submetering equipment to managing resident billing and collection programs, OnePoint supports their customers by providing turnkey property management software and unmatched customer service.

The B2C division gives consumers options to pay their utilities based on their individual needs and schedules. With live customer service, bilingual customer support, prompt response times, and online access, those that live in the residential properties that use OnePoint find out that all utility companies are not the same.

OnePoint prides themselves on unprecedented customer care and provides the most accurate and reliable resident billing in the industry. They are also constantly looking for new ways to help customers save money by conserving resources through month to month monitoring.

THE CHALLENGE

When OnePoint came to Inward they were an established company that needed a new brand. After meeting with the team in the initial brainstorming session, the general consensus was that people just don’t think highly of utilities. Another obstacle was that OnePoint has two very distinct targets, one being the business to business side which included management companies and property managers. The other customers were on the business to consumer side which consisted of the residents at these properties. The new brand, especially the website, had to appeal to both.

With both sides of OnePoint’s target in mind, the teams agreed the brand needed to be vibrant and unlike anything anyone has seen a utility company do before. The last thing anyone wanted was to be boring.

The Solution

The Inward team decided that even though people don’t like utilities, that it was ok. Instead of the focus being trying to make people like them, Inward’s creative team decided to play off of the fact that it was fine not to like them. They also asked the question, “What does OnePoint really do?” The answer was that OnePoint makes people’s lives easier. It makes the apartment manager’s life easier because of the easy to use software and collection procedures, and it makes the resident’s life easier because they have a variety of ways to pay their bill. With this in mind, the Inward team came up with the tagline Simplify Your Life. This statement appeals to both markets and represents everyone.

The first step bringing vibrancy to the brand was a new logo. This logo was created with bright, beautiful shades and four colors were chosen as pillars pointing to one single point. The fact that OnePoint has the B2C and B2B markets also led Inward to the creation of two different websites. Both have the same enthusiasm and feel to each, as to not disturb the overall brand, but Inward created content and custom graphics on each that are very different and speak to the particular reader. Providing good customer service and conservation tips are heavily conveyed on the sites, as these are core values of OnePoint. In addition, Inward created a video that is displayed on the website. The video combines humorous clips and cartoons with punchy statements that reiterate the concept that people don’t like utilities, but it is ok. Overall, the websites provide an engaging experience for both B2C and B2B audiences.

The first step bringing vibrancy to the brand was a new logo. This logo was created with bright, beautiful shades and four colors were chosen as pillars pointing to one single point.

Logo concepts that didn't make the cut

The fact that OnePoint has the B2C and B2B markets also led Inward to the creation of two different websites. Both have the same enthusiasm and feel to each, as to not disturb the overall brand, but Inward created content and custom graphics on each that are very different and speak to the particular reader. Providing good customer service and conservation tips are heavily conveyed on the sites, as these are core values of OnePoint.

B2B Homepage Wireframe

Responsive Design

Inward knew that for OnePoint to have a truly mobile friendly website, they would need a website with responsive design. This type of site is easily viewed on mobile devices because it is specifically designed to scale to various screen sizes and resolutions. With no more zooming or sideways scrolling, this method provided a prime viewing experience for OnePoint’ s audience, positioning themselves as technologically savvy business.

In addition, Inward created a video that is displayed on the website. The video combines humorous clips and cartoons with punchy statements that reiterate the concept that people don’t like utilities, but it is ok. Overall, the websites provide an engaging experience for both B2C and B2B audiences.

Inward continues to expand the brand for OnePoint, creating additional videos and marketing materials. The long-term goal is to build upon the idea that utilities can be simple and fun with a simple and fun brand.