Verdant Future aims to improve the energy efficiency of commercial and public buildings, for free. The work is paid for through the income generated by solar panels installed on the property. This removes the barrier of how to pay for energy efficiency.
Stroud Community Power Initiative – as the business was then called – approached me to review its business and create a brand identity.
Branding and name
I took the client through my branding process: researching the business, its market and competitors.
It quickly became apparent that the existing name would be a big obstacle to the success of the business. Every word in the name was misleading. The business may be based in ‘Stroud’ but it aims to grow and operate nationally. The client isn’t a ‘community initiative’, it is a professional business. And the word ‘power’ suggests power generation, when the business’s core aim is energy saving (the solar panels are a means to an end). Plus the name was so long it would end up being shortened to a meaningless acronym.
My recommendation to change the name was agreed and I began work on an alternative. I compiled a long list of possible names, checked their availability and narrowed down the list, before proposing Verdant Future. The name highlights the company’s aim to help create a greener future.
I created the strapline ‘Changing the future of energy’. It places the business in the energy sector and suggests the radically different service the client is offering, which will hopefully change how energy efficiency is paid for, enabling a step-change in the number of properties that are made energy efficient.
I established a new, distinctive visual identity, consisting of a logo, typeface, colour palette and graphic device. The graphic device is a repeating pattern of circles, inspired by the patterns found on solar panels. The pattern will be used across all touchpoints helping to create a consistent and strong image.
The elements of the visual identity are specified in a manual, which will ensure consistency across all touchpoints at all times, no matter who works on the client’s communications in the future.
Logo artwork was created for all possible situations, from print, to web, to Microsoft Office, in all different colour formats.
Once the business has launched and starts generating an income I will design the website, leaflets and a display.
It’s too early to tell, but what is clear is that the new name and visual identity projects a professional, credible and appropriate image. This provides the foundations for the business to succeed.