TXU Energy Brand identity

TXU Energy was formed by the merger of the Victorian state owned electricity and gas companies. The brand values, attributes and personality of its Texan parent company are adapted to suit an Australian workforce.


Project partner M+Associates prepares the brief to deliver a fresh interpretation of TXU’s existing brand architecture for its Australian operations.

An online brand toolkit engages employees on all aspects of the identity including including a comprehensive photographic library documenting everyday energy use. The toolkit also outlines processes such as procurement of branded collateral and merchandise from an established supplier chain.

Sam, TXU's energetic mascot, delivers messages about events and programs as part of an internal culture campaign designed around TXU’s values. PC-based animations together with low cost printed collateral bring the values to life whilst subtly reinforcing the new brand identity.

Brand identity
Brand toolkit

We also developed an employee safety campaign for Mines and Minerals Group.