Creating a renewable energy generator brand identity 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.