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Preparing an established infrastructure business for a bold new future

Firmus Energy’s network and infrastructure business needed a new identity after the sale of its retail division. This trusted infrastructure provider, with 75,000 existing connections and 220,000 pipes underground, required a strategic repositioning.

Industry Energy & Utilities
Location Northern Ireland
Services
Audio Recording, Branding, Campaign, Content, Graphic Design, Motion Design, Photography, Strategy, Videography

Context

Through a combination of firmus’s market insights and Big+Bold’s audience research, we identified both challenges and opportunities. Many households worried about the upfront costs of a connection, were sceptical about infrastructure works, or had difficulty distinguishing between supply and networks. All the same, we uncovered powerful drivers that natural gas connectors could harness—strong community pride, reliance on word-of-mouth recommendations, and a growing appetite for cleaner, more convenient energy.

Key objectives

Differentiation

Separate the stand-alone network business from the retail brand.

Trust

Build trust and adoption in regions, where we detected scepticism toward infrastructure projects.

 

Future-proofing

Promote natural gas as a cleaner, more convenient, and future-ready alternative to legacy fuels.

Action

We began by speaking with staff, customers, and communities where the network is expanding to understand what they valued most in an energy infrastructure company. The answer was reliability, convenience, and a hopeful vision of the future. We helped them articulate a new brand purpose: “To connect people and businesses to reliable, efficient, and sustainable energy, fostering comfort and confidence for a better future”.

Choosing a direction

We explored different creative directions before uniting around a simple but potent idea — the “X” as a mark of connection. This emblem became the cornerstone of the new name, Kinecx Energy. It inspired a visual identity built on bold colour, clear typography, and authentic imagery rooted in everyday life in Northern Ireland.

The resulting creative sought to connect the scale of landscape-spanning infrastructure to the warmth of home. In the flagship TV ad, the viewer sweeps from orbit over Northern Ireland, to our streets, into family kitchens and cosy living rooms. The social and digital ads echo the same message in everyday language—no surprises, no stress, just energy you can rely on.

Outcome

Kinecx gives firmus’s network business a distinct and confident voice at a pivotal moment.

Results

It promises to set Kinecx Energy apart in the market with a brand story combining local heritage with a bold vision for the future.

It’s poised to play a vital and visible role in the energy transition, reassuring customers across its network that reliable and sustainable connections will remain amid broader change.

“Working with Big+Bold has been an absolute pleasure. From day one, the collaboration felt seamless, and they really took the time to understand who we are and what Kinecx Energy stands for. Together, we created a new brand that truly captures our values and vision for the future. Every step of the process was managed efficiently, with clear communication and creative excellence. We couldn’t be happier with the result.”
Danielle Dunbar Marketing Manager
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