Market context

Scope: naming > research > positioning > strategy >TOV & messaging > visual identity > brand guidelines > holding website & main website > social media posts 
Sector: Renewable Energy

In 2023, Brookfield Asset Management bought Banks Renewables from Banks Group's portfolio, with a view to rename, rebrand, and relaunch in 2024. The new business, which will be led by the existing management team, aims to build on its trusted market position and become the UK’s leading land-based renewable energy developer by constructing an enhanced portfolio of onshore wind, solar, and energy storage (BESS) projects.

Challenge

OnPath Energy (OnPath) has a solid business reputation and is well respected within the communities in which it operates.

The challenge was to protect the existing reputation and values among its audience while bringing the new brand to life. Additionally, while an acquisition, OnPath Energy continues to operate under the existing management team, we needed to be sensitive to this and its established business heritage, while meeting the needs for new business opportunities.

Structure was briefed to rename the business, develop the brand strategy, logo & identity, create a holding website with the new name, while designing and building the new website and to support the social media comms.

Positioning

Together To a Greener Future
Following our deep dive into the business, the core idea of ‘togetherness’ was surfaced. Anecdotal evidence shows OnPath's commitment to the communities in which it operates – providing investments and funding for local projects. The positioning is based on its goal to foster internal cohesion and alignment, ensuring a unified direction. It is dedicated to cultivating enduring, trusted relationships with all stakeholders, spanning from business leaders to local communities.

Name: The chosen name reflects both the human-scale, community-led approach to onshore wind farm and renewable energy development, as well as the journey we are all undertaking towards securing a net-zero future. 'OnPath' conveys the idea of embarking on this journey together, on a shared pathway toward a better future.

Creative Strategy

The creative draws upon OnPath’s defining strengths: its profound connection with people and its human touch in its business practices. Therefore, we anchored the solution in 'people and community', which is the brands differentiator in the renewable energy sector.

We aimed to highlight the green credentials in a fresh, non-cliché manner, shifting the focus from the typical imagery of wind turbines in countryside vistas and a sea of green colour palettes to embrace warmer tones and a more people-centric approach in our photography. Our emphasis transitioned from the 'how' of sustainability to the humanity behind it.

Creative Strategy

The website is an important hub for the company, we have created a site where navigation is intuitive and user-friendly, ensuring that our key audience's can access pertinent information swiftly and efficiently.

Dotted throughout the website, the brand graphic draws inspiration from the natural world in which the business operates, the topographic pattern serves as a perpetual reminder of the natural world's essence, deeply ingrained in the core of OnPath's operations.

The logo design draws inspiration from the connections OnPath fosters with communities in which it operates and renewable energy. It stands as a pivotal point of recognition for the brand, embodying its ethos and values.

Client quote

‘Structure is one of the best agencies we have ever worked with: a powerful combination of great consultation skills, commercial acumen and creative branding genius – they always deliver their work with commercial results in mind, and with great people at the centre of that delivery. Re-branding an energy business is not easy, not least because of the sheer volume of brands globally in this space, however, the process always felt natural, focussed and most importantly helped us create a commercial niche that reflects our strengths and who we are as people.'

Robin Winstanley, Sustainability And External Affairs Manager, OnPath Energy

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