Propella Brand Innovation
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Infigen Energy

Industrial, Renewable, Renewable Energy

Infigen Energy are a utility-scale renewable energy generator listed on the ASX. Following a management buyout of Babcock & Brown, we were asked to create a visionary brand name and identity which would appeal to investors.

Harnessing the energy of infinite horizons

Harnessing the energy of infinite horizons

Rather than use tired symbolic clichés for ‘green’ such as trees, leaves and other relics of the 1960s, we devised the ‘stretched’ landscape idea to suggest the natural energy surrounding us. We created a frame-like logo to sit across these images to suggest how Infigen harness this energy.

Business change = brand change

Business change = brand change

The financial collapse of Babcock & Brown triggered a management takeover of this profitable subsidiary. Our new brand had to signal clear change, vision and demonstrate the board’s interests to grow the business beyond wind energy.

Brand positioning and naming

Brand positioning and naming

Conducting board–level workshops we began with a simple question, “What is renewable energy?”. The answer, “It’s a near infinite energy source to be harnessed without environmental impact” shaped our new positioning of “Infinite Horizons” and inspired our brand name, Infigen – a blend of “infinite” and “generation”. This resonated with client vision and investor expectations.

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