On behalf of the Australian Federal Government, the Clean Energy Finance Corporation (CEFC) is tasked with supporting Australia’s transition into a clean energy future, through investment in clean tech, energy, agriculture, infrastructure, property, transport and waste.
Since it's foundation, the CEFC brand had been a functional tool, used primarily to package communications of a transactional nature for a government backed fund. However as an organisation that had reached maturity, there existed an opportunity for the brand to become a catalyst to influence behaviour and lead the market to help solve Australia's toughest emissions challenges.
Our process started with a series of facilitated brand audit workhops, these highlighted critical gaps in the existing CEFC brand. From these insights, we explored common themes and opportunities, presenting a strategic direction for the repositioning of the CEFC which formed a blueprint for the new direction of the brand.
The refreshed brand positions the CEFC at the centre of innovation. Visually, it is a significant departure from the original, understated brand. It was time to take ownership of the organisation’s mission and successful track record and to make these an integral part of the brand’s story, essential to establishing credibility in this sector.
Designate created a comprehensive design system, including templates and brand guidelines, alongside bespoke icons, photography and illustration styles. Then working alongside the CEFC communications team, we assisted the transition of the new identity across all internal and external applications of the brand, to ensure that it was well received by all stakeholders.
"Our brand identity is more than our logo. It is an integrated approach to communication that helps the market understand our unique value proposition, while representing the strong purpose and values that drive our organisation. Designate has played a central role in bringing this to life."
Helen Corcoran, Head of Marketing and Communications, CEFC
AGDA Awards 2019 Finalist — large business
Transform Awards ANZ — Gold, best visual identity financial services
Transform Awards ANZ — Gold, best brand development to reflect changed positioning
Transform Awards ANZ — Silver, best visual identity energy and utilities