Goldman Sachs had a hunch, ‘no one in the US liked their energy provider.’ In fact, research showed that most customers had an entirely transactional relationship with their energy company which had created a culture of deal hunting & ship jumping.

Enter Rhythm, a new venture in the renewable energy space offering customers a relationship that grew more in sync with their needs over time. The cost of acquiring new customers greatly outweighed retaining any existing so a value proposition and brand strategy were created to provide customers with long term value and benefit to staying with Rhythm.

Developed as a Minimum Viable Brand*, the venture was built from the ground up with a launch planned for 2021. Brand was used a driver of the business model, creating a unique positioning that helped defined membership, pricing, and retention strategy.