Better together: Utility Warehouse

The Challenge

Utility Warehouse (UW) had spent more than 20 years building a successful business as the UK's only multi-service utility provider, growing to more than one million customers. But with ambitions to double its customer base, the brand faced a challenge. ​

As the business had matured, it had begun to look and sound more like the large incumbents it once challenged, making it harder to communicate both its distinctive offer and its unique partner-led model. UW needed a clearer story that would resonate with consumers and reinvigorate the partner network that powered its growth.​

The Unlock

Working with senior leadership and a cross-functional team from across the business, we explored UW's history, customer and partner perceptions, and the wider competitive landscape. Through a programme of Inlooking, Outlooking and Lighthouse workshops, we identified the strengths that had always set UW apart and translated them into a clearer proposition for future growth.​

Rather than moving closer to category conventions, UW chose to lean further into its difference. The resulting strategy positioned UW as "around your corner and in your corner", championing the role of local partners and the communities they serve. Combining the warmth of a local business with the ambition of a national challenger, it created a clearer story for consumers and a stronger role for partners.​

Brand design agency Ragged Edge was embedded throughout the process. By developing strategy and design in parallel, we ensured the emerging brand platform could be expressed consistently across both the proposition and customer experience.

The Output

The work became the foundation for a comprehensive rebrand developed by Ragged Edge and the brand's first ever TV ad, produced in house and starring UW partners, helping UW reconnect with its challenger roots while creating a platform for future growth.​