The Challenge

What do you do when a group of visionaries come to you with a big plan and something new which the market has never seen before?

In 2019, that’s exactly what happened when the Dunsborough Community Energy Project (DCEP) approached thebox to help them create what is now known as Plico Energy.

With plans already in place for the investment and development of a Virtual Power Plant, thebox was tasked with building a strategy and a brand to reposition DCEP into a national, and potentially international, brand.

The Idea

Our strategy focused on how to clearly communicate what is a complex suite of messages. From the effectiveness of solar energy partnered with a battery solution along with a 10 year lease system with a weekly payment through to how a Virtual Power Plant operated, the project needed to be communicated carefully so as not to confuse people.

We also needed a new name as the Dunsborough Community Energy Project was not only too long, it was hyper focused on an extremely small locality which would not provide the organisation with the positioning to grow.

The new name, PLICO, was derived from the Latin for ‘LINK’. The whole premise of the concept was to link people solar/battery solutions together in a Virtual Power Plant, so this worked to give the organisation an original name.

The mark itself was then designed to link together and was even animated to demonstrate the flow and connection of the concept, positioning Plico as new, innovative and the future of power. It was also recognised and awarded internationally for its craftsmanship.

The Solution

As a fresh new entity, there was a lot of material to develop. Each piece needed to clearly communicate the message. Building campaigns which integrated with the website and HubSpot CRM, we managed the entire process.

Working closely with a growing team required swift thinking and the ability to pivot with a fast moving organisation. Innovative ideas were aplenty in many ‘below the line’ activities which assisted in developing growth and generating sales.

The Last Word

Building the foundation of something as innovative as Plico was both challenging and rewarding. Being involved in a project that is making a difference to our environment is a rare privilege and one we worked hard to establish and setup for the future.

The Award

thebox were awarded a SILVER Summit Creative 2019 International Award for the Plico rebrand. The Summit Creative Awards recognise organisations internationally who excel in marketing initiatives.


What we’ve done

  • Concept Development
  • Strategic Planning
  • Campaign Development
  • Facilitation
  • Name Creation
  • Brand Development
  • Corporate Style
  • Stationery Suite
  • Design
  • Printing
  • Merchandise
  • Collateral
  • Templates
  • Signage Solutions
  • Photography
  • Video Production
  • Animation
  • Television
  • Radio
  • Press
  • OOH
  • Digital & Social Media
  • Media Planning & Buying
  • Copywriting
  • eNewsletter
  • Website
  • Growth Planning
  • CRM Implementation
  • Growth Retainer
Next Case Study
Previous Case Study