Back to Our Media Centre

A bold new look and a bright new chapter for Counties Power

Counties Power today announced their brand refresh and a bold repositioning strategy as it reimagines and positions itself for the future of energy.

As one of New Zealand’s most progressive energy companies, we’re already trusted by thousands of Kiwis to power busy lives and successful businesses, through to new tech innovations and life-changing ideas. Today, with more sustainable technologies and a customer base that’s looking for even greater value for money, we’re proactively responding to the needs and wants of our customers.” — Judy Nicholl, Counties Power Chief Executive

“Over the past few months, we’ve been diving deep into customer journeys, usage and views on the future of energy alongside our own research into the changing state of the energy market. And it’s been an incredibly rewarding and enlightening experience. We believe energy can change lives for the better – for the planet, our customers and our communities. Now we’re putting that into action and quite literally reimagining energy.”

The new strategy also means a name change from Counties Power to Counties Energy – to encapsulate the future-focused vision of the business.

Counties Energy has a new visual identity and a much more user-friendly customer voice. This also includes a re-energised logo, which is being updated to meet the expectations of existing customers and the next generation of energy users.

“While moving forward, it’s important to us to recognise our proud 95-year history, and those locals who have built the network and served our community by keeping the power flowing. Our new look still retains that link to the infinity symbol but symbolises our move to a smarter energy future. We’re excited about the next steps and our new brand embodies this.  Watch this space over the coming weeks as we unveil our new look,” Ms Nicholl says.

The company will roll out its brand refresh progressively over the next few months, and this will include other elements across their brand portfolio from the website to social media and vehicle livery.

Counties Power is currently developing a number of innovations, including an electric vehicle second-life battery system, electric vehicle charging projects and has launched electric vehicle charging platform OpenLoop with their subsidiary company ECL Group.


In February the company announced EECA funding had been granted for two new projects around smart vehicle-to-grid technology integrated with solar generation and EV charging. For more information

Counties Power announced in December 2020 it was working with Australian battery technology company Relectrify to deploy New Zealand’s largest battery system repurposing electric vehicle (EV) batteries to-date. The battery system combined Relectrify’s BMS+Inverter technology with batteries from nine Nissan Leaf electric vehicles to store over 120kWh of energy.  For more information –

Counties Power launched electric vehicle charging platform with ECL Group in June 2020 –

About Counties Power
Counties Power is a full-service energy solutions provider and the electricity distribution provider for the electricity network that runs from coast to coast across the southern Auckland and northern Waikato regions. The company is 100 percent owned by the Counties Power Consumer Trust who holds the shares on behalf of electricity consumers. The region is one of the fastest growing areas in the country, with the company upscaling the business to meet demand, invest in core business and new technology, from battery to smart grid infrastructure. The company has a total asset base of around $400m and revenue of $70m.

Previous Article Next Article