Örugg og rafmögnuð framtíð.
Orkubú Vestfjarða was a trusted, established company with deep ties to its community, but the brand had become conservative and low-profile. The task was to bring its strengths forward more clearly, sharpen the role of Orkubúið in the Westfjords and build a brand that connects reliability, community and progressive energy development.
Results · 12 months post-launch
Two years later, the brand had strengthened across key measures.
+5 pt
Overall score
+8 pt
Image & perception
+6 pt
Social responsibility
+19 pt
Loyalty
01 · The challenge
Trusted and established — but stuck in old habits.
Orkubú Vestfjarða had strong ties to the local community and enjoyed trust as a long-established service company. At the same time, the brand was low-profile, conservative and not clear enough about what it stood for or how it intended to meet changing community needs.
The challenge was to modernise the brand without losing the reliability and community strength already in place — and create a clearer position that could support both future development and increasing competition.
The challenge was to modernise the brand without losing the reliability and community strength already in place — and create a clearer position that could support both future development and increasing competition.
Distinctiveness · Brandr Index 2023
44/100
Despite a strong name and established position, the brand lacked a clear point of difference in customers’ minds.
Metric
46/100
Tailored service
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02 · Research
We found a strength that was already there — but not visible enough.
The research combined internal review, market analysis and external research. Employee and customer interviews, Brandr Index, competitive analysis and a focus group were used to understand both Orkubúið’s internal identity and how the brand appeared externally.
Insight one
Trust was the strength — but the brand had become conservative.
Employees described Orkubúið as trusted, responsible and important to the Westfjords, but also established and stuck in old habits. That created a strong foundation, but less sense of progress and change.
Insight two
The Westfjords were the clearest source of distinctiveness.
Customers in the region associated Orkubúið with home, community responsibility and an important role in the development of the Westfjords. This was something competitors could not easily own.
Insight three
The brand needed to become more visible and more current.
Both employees and customers called for clearer information, greater visibility and a more forward-looking approach. Orkubúið was seen as important to the community, but the brand did not yet reflect enough of that energy or future role.
Testimonial
From an established energy company to a driving force for the Westfjords.
The strategy moved Orkubú Vestfjarða from being defined mainly by operations and delivery to a clearer role in the community. „Örugg og rafmögnuð framtíð“ positions the company around lighting the way, strengthening infrastructure, improving quality of life and speaking up for the energy needs of the Westfjords.
The community itself became part of the position: Orkubú Vestfjarða as a dependable partner, a voice for the region and a driving force for progress.
The community itself became part of the position: Orkubú Vestfjarða as a dependable partner, a voice for the region and a driving force for progress.
04 · Identity system
Westfjords energy gained a clearer visual form.
The new identity system builds on Orkubú Vestfjarða’s history while bringing it into a more contemporary and consistent form. The updated mark references the initials OV, a water droplet and the energy the company produces, while light blue and dark blue establish a clear visual foundation.
Patterns, icons, photography and Inter typography then connect nature, community and operations into one flexible system.
Patterns, icons, photography and Inter typography then connect nature, community and operations into one flexible system.
Design principles
The mark and its forms provide the foundation for the system. Light blue and dark blue are the primary colours, supporting colours add flexibility and the pattern is derived from the mark. Photography should come from the real operating environment and show nature, community and activity with a bright, warm feel.
06 · Results
Two years later, the brand had strengthened across key measures.
Brandr Index shows clear positive development from 2023 to 2025. The overall score rises, image and social responsibility strengthen, and the underlying relationship with the brand moves in a more positive direction. Distinctiveness, however, remains almost unchanged and is still the clearest challenge.
Overall score - 62 → 67 +5 pt
Image & perception - 60 → 68 +8 pt
Social responsibility - 64 → 70 +6 pt
Loyalty - 0 → 19 +19 pt
Trust - -11 → -4 +7 pt
Recommendation - -16 → -7 +9 pt
Brandr Index 2025
67
Social responsibility 2025
70
Distinctiveness 2025
45
Let's talk
Your brand is worth a 30-minute conversation.
Whether you want to measure where your brand stands, build a stronger strategy, or understand how you compare to the competition — it starts with a conversation. No pitch. Just an honest look at your situation and where we might help.
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