Sumo reclaims its challenger status with bold new brand identity via The Edison Agency
Once known for its bold and energetic presence, Australian energy provider Sumo had lost its spark in an increasingly competitive market. Fragmented branding and inconsistent messaging had weakened consumer recognition and internal alignment, leaving its marketing efforts disjointed and ineffective. With intensifying competition and a lack of strategic direction, Sumo reached a critical turning point under renewed board and executive leadership. This prompted fundamental questions: Who are we? What do we stand for? Why does it matter to our customers?
Emerging from a challenging period—including reputational impacts from legal disputes—Sumo sought to rebuild its brand with integrity and purpose. Partnering with The Edison Agency, the company set out to redefine its market positioning, reconnect with consumers, and realign with their values and aspirations.
The challenge: to re-establish Sumo as a credible, competitive, and sustainable brand leader. The Edison Agency took a strategic approach, uncovering key insights to reposition communications and instill a renewed sense of pride within the organisation. This resulted in a refreshed brand strategy, supported by a robust digital framework and a cohesive toolkit of distinctive assets, laying the foundation for a transparent and customer-centric future.
“We uncovered where Sumo’s spark had dimmed—and where it could shine again,” said Amber Bonney, Founder & Head of Strategy at The Edison Agency. “Helping challenger brands find their unique reason for being and rallying the business around a collective purpose is what we love at The Edison Agency, and the Sumo team leaned in wholeheartedly to the process. We’re really excited to see how this vibrant new look and renewed vision will reconnect with customers.”
At the heart of Sumo’s transformation is the evolution of its brandmark, with the “O” reimagined as a bold, sun-inspired symbol. Backed by clean, graphic shapes, vibrant photography, and an unapologetically Aussie design language, the new identity embodies both swagger and sincerity. Rather than relying purely on product features, the brand relays its locally owned and operated ethos through design.
“This isn’t just a fresh coat of paint—it’s a full-blown reset,” said Alex Selles, Head of Marketing at Sumo. “It’s a really exciting time for Sumo as we take back our challenger status and move forward with a clear purpose in a competitive category. Working with The Edison Agency has been a game-changer. Their strategic approach has not only reinvigorated our identity but positioned us as a true Australian challenger brand with a renewed sense of purpose and direction. The impact has been immediate, and we couldn’t be more excited about the future they’ve helped us shape.”
