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A little while back my design firm BTS Communications was assigned with creating a brand identity for an energy company that operates solely in Pennsylvania. We were flown to their corporate headquarters to talk with the leaders of their organization. WE were school in every aspect of the company and by their own admissions their product was no different from any other energy company in the area….they were all selling electrical power. The only difference was a fluctuation in price and length of contract commitment.

As I listened to the COO talk my eyes wandered to the wall behind him where a series of older ads were hanging. Each ad featured an Aardvark character. “What are those?” I asked. The owner and the COO instantly perked up. “That was a campaign for our telecommunications company.We love that Aardvark!” After a few more questions an idea started to percolate in my head about what could differentiate their energy company from the rest.

The next week or so I started playing around with the idea of a robot who spoke about energy and advised customers how to utilize energy and why our energy company was the one to use. I envisioned this robot to be playful, personable yet extremely smart and educated. Members of our staff chimed in that he should be a superhero who could help customers cut their budget and maintain energy efficiency. Our copywriters started to generate scripts for online spots while I designed a few version of our robot. Within days two robots emerged, Spark, a 3d version with tubing and body parts that resembled a stylized car and Plug a flatter more traditional style robot of the 60’s with simple dials and gizmos on his body. Admittedly these were not NASA type robotics but they were perfect for what we needed.

Here are both in the initial stage of their development. End Part One