Market context

Scope: positioning > strategy >TOV & messaging > visual identity > brand guidelines > website > social media 
Sector: Finance / Energy Transition

Elemental Squared serves as the holding company for a number of businesses, which operate in the energy transition sector. It focuses on three core areas: decommissioning, new energy forms, and repurposing deep-rooted engineering talent from the traditional energy industry—such as skills in oil and gas exploration—and applying it to new energy fields. Its mission is to 'engineer the energy transition'–an important aspect of this first stage, building brand credibility in the market. 

Challenge

The brief was to create a brand strategy for the holding business. To maximise the impact of investment fundraising efforts, a targeted set of go-to-market assets were created to strategically engage potential investors.
These assets work together to create a unified message, ensuring a credible presence in the market for all audiences. 

Positioning

Strategic Energy Enablement

We created 'Strategic Energy Enablement' to position the business effectively. It conveys Elemental Squared's truly strategic view of the energy landscape—acknowledging the ongoing role of exitising energy while focusing on the transition to new sources. This positioning enables the business to define its space, create crediblity, and build an umbrella under which multiple business activities can fit.

Strategy

With the focus on a bold, transformative approach to the energy sector. The primary objective for Elemental Squared was to position itself as the sophisticated, go-to investment opportunity for investment, acquisition and growth. Elemental Squared acts as the group brand, with its subsidiary brands as the go-to-market offers. The ambition was to conect the brand appeal directly to targetted audiences who value an intellectually refinded approach within the energy transition sector.

Logo Design

We created a typographic logo designed to bring a unique level of sophistication to the brand. The logo features an "E" with a dot and an offset "S," giving it a staggered look that evokes the aesthetic of high-end contemporary art galleries. This elegant, minimalist design aimed to convey a sense of exclusivity and high quality, making it feel more aligned with top-tier, luxury branding. The intent was to reflect an impression of "the best of the best" in a way that stands out in the energy sector.

Colour Palette

The color palette is based on the concept of depth and trust. We used a deep dark blue running into a optimistic light green symbolising the deep sea the emergence of a green new energy future. We then added graphic overlays that are designed to represent data-mapping and sophisticated analysis of key locations, tidal flow and ocean currents. The overall effect was to evoke a sense of opportunity, optimisim and hope.

Website Strategy

The website design reflects the sophistication of the brand, created with an aura of exclusivity and intellectual rigor. It is polished, with a minimalistic layout and sparse content, encouraging users to engage directly with carefully crafted content. The intent is to position Elemental Squared as a critical, once-in-a-lifetime opportunity—for the audiences that matter.  

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