Partnership for Renewables
Project title: Helping Partnership for Renewables establish a clear strategic brand positioning
The brief
Having been appointed the Carbon Trust’s preferred strategic partner, AAB’s Brandsmiths and Brand Faith were introduced to the Partnership for Renewables (PfR), a new venture that will partner with private sector organizations to develop onsite renewable energy projects with local authorities, hospitals and other public sector bodies.
The programme, which is run by the Carbon Trust, plans to have 500MW of renewable energy projects, primarily 3-5MW wind turbine projects, constructed or under development within the next five years. It will achieve this by leveraging private sector investment of up to US $1 billion. In order to launch and position the venture in the market, we were asked to develop a brand positioning, identity system and communications strategy.
The solution
Our approach focused on three cores phases of work - establish a strategic ambition for PfR, development of a brand model and validation. Through a phase of management, industry expert and client/partner interviews, we drew up a shortlist of candidate positionings that were then fed into a central management workshop for refinement. The next step was to confirm the preferred positioning and to develop a set of messages for each of PfR’s core audience groups. The outputs of this exercise were a clearly defined brand model (vision, positioning and core values), a new visual identity, as well as an operational matrix providing key messages by audience set.
Working with the brand model, Brand Faith then created a complete new brand identity and produced guidelines to help build the brand and ensure consistency across all applications.
The results
We continue to work with the Partnerships for Renewable team and are currently supporting them in further development of both operational and marketing communications activities.