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Client

Infigen Energy

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Strategy
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Renewable energy generated from infinite horizons

Infigen Energy is a utility-scale renewable energy generator listed on the Australian Stock Exchange. Previously known as Babcock & Brown Wind Partners it was a subsidiary of the Babcock & Brown Group. The group suffered financial collapse in 2009 and a management buyout was initiated by the Directors of the Wind Partners division. We were approached by the leadership team to create a new brand name and identity to relaunch the renewable energy company.

No more rusty brown.

The original Wind Partners logo used the same stock exchange driven design of the Babcock & Brown Group. It was important our new brand would signal clear change from the past and move beyond the rusty brown industrial styling. Our strategy had to illustrate the corporate vision of the new entity and have broad appeal to investors.

The clichés of renewables.

Our research revealed many generic renewable energy company logos consisting of trees, leaves and other traditional ‘green’ symbols, making them look more like nature reserves than an energy provider or a for-profit business which would satisfy investor demands. As a utility-scale energy generator we believed there was another way for the brand to address the needs of investors and those of the planet. It was essential to avoid the symbolic clichés associated with renewable energy.

To infinity and beyond.

Conducting board-level workshops we asked a very simple question; “What is renewable energy, and how does it differ from traditional energy?”. The answer that “it’s an almost infinite source of energy to be harnessed without environmental impact” shaped our brand vision for responsible energy solutions powering the world and profitability. We encapsulated this strategically with “Infinite Horizons” from which we created the new brand name Infigen (which is a blend of the words “infinite” and “generation”). Our creative solution dramatises the natural energy surrounding us by stretching a series of specially created photographic landscapes. Overlaying the horizon of these energised landscapes with a frame style logo suggested the harnessing of this energy.

The future of energy.

We successfully relaunched the business within a very short time frame delivering a flexible brand which demonstrates how green energy brands can be progressive and modern. Our new strategy, brand name and identity resonated with client vision, investor expectations and employees. Our work helped Infigen secure new assets (such as The Capital Wind Farm in the ACT) and diversify into other renewable energy sources and ultimately achieve a valuable acquisition by Iberdrola.

Babcock and Brown Wind Partners logo and styling
Infigen Renewable Energy - traditional energy companies and renewable energy research
Infigen Renewable Energy - brand positioning mood board what to avoid
Infigen Renewable Energy - brand naming and values
Infigen Renewable Energy - brand strategy mood board Generating Energy from Infinite Horizons
Infigen Renewable Energy - rough design concepts for the new brand identity and logo
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Reinventing renewables.

Infigen Renewable Energy - logo on wind turbine
Infigen Renewable Energy - reception design branded environments
Infigen Renewable Energy - technician engineer wearing hard hat with Infigen logo
Infigen Renewable Energy - energised photographic landscapes sunsets and sunrises
Infigen Renewable Energy - advertising hoarding energised landscape of Infinite Horizons and wind turbine
Infigen Renewable Energy - advertising hoarding energised landscape of Infinite Horizons and wind turbine
Infigen Renewable Energy - advertising hoarding energised landscape of Infinite Horizons and wind turbine
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Infigen Renewable Energy - wind farm with Infigen branded vehicle
Infigen Renewable Energy - wind farm with Infigen branded turbine door
Infigen Renewable Energy - wind farm with Infigen squares highlighting wind turbines
Infigen Renewable Energy - inside wind farm turbine with electricity sub station
Infigen Renewable Energy - inside wind farm turbine control panel
Infigen Renewable Energy - wind farm turbine plan of turbines with electrical sub station and engineer in the field
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Propella shaped our vision, name and identity with outstanding creativity to relaunch the business and secure a prosperous future”

Gerard Dover
CFO
Infigen Energy
Infigen Renewable Energy - design of annual report cover with silver printed landscape and die cut square hole with Infigen logo
Infigen Renewable Energy - stationery business cards with energised landscape on back of cards
Infigen Renewable Energy - logo on horizon of energised landscape
Infigen Renewable Energy - capital wind farm brochure aerial photograph of turbines with graphic Infigen squares highlighting assets
Infigen Renewable Energy - capital wind farm brochure cover with squares
Infigen Renewable Energy - launch of the capital wind farm with Prime Minister Kevin Rudd exhibition graphic backdrop
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