Branding & Identity
Powerhouse wanted to break through the apathy associated with big energy companies and build a business that showed genuine accountability through consistent positive actions and carbon transparency. Powerhouse gave us the challenging task of changing the perceptions of a renewable company. Our role was to develop a brand strategy and identity that broke away from the expected in the renewable energy sector and inspired government, developers, and Aboriginal groups nationwide to unite and execute meaningful co-beneficial renewable projects that can change the world.
The renewable and regeneration sector can be an unengaging mix of tired aesthetics and difficult-to-understand, dense and dry information. Throw in the issue of green-washing, bad deals for First Nations groups, money-grab projects, and decision-makers who have never set foot on country, and it’s hard to know who to trust.
Powerhouse wanted to break through the apathy associated with big energy companies and build a business that showed genuine accountability through consistent positive actions and carbon transparency. Powerhouse gave us the challenging task of changing the perceptions of a renewable company. We focused on two main challenges when considering brand building in the renewable sector.
The first is transparency and complexity. From the problems Powerhouse are solving to the solutions they're implementing, the ideas and concepts are often hard to break down.
The second challenge lies in creating an engaging and flexible design system that is accessible and appealing to a wide range of stakeholders. Powerhouse needed to be taken seriously by government representatives while connecting and feeling approachable to the leaders of First Nations groups around the country. The knowledge gap between Powerhouse’s audience is significant and, in the past, has been ripe for exploitation in deals made between land owners and project developers. The Powerhouse brand needed to capture attention, generate trust, and communicate complex concepts effectively to inspire collaboration and drive meaningful change.
Lastly, as Powerhouse is only young, it was important for the identity to be fit for growth—building in systems now for future departments and offerings.
The result is a brand identity that feels familiar for government affiliates and developers but refreshing and hopeful for land owners.
We acknowledge and pay our respects to the traditional owners, storytellers, creatives, and sovereign custodians of the land on which we work and rest, the Wurundjeri Woi-wurrung People of the Kulin Nation. We extend our respect to their Ancestors and all First Peoples and Elders.
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