Future in Motion

Hurtling towards the energy transition, Pacifico Renewables identified the need to strategically reposition & rebrand to facilitate a wider breadth of proposition. Fable&Co. embarked on a journey of discovery into the very heart of publicly listed green energy investments.

Strategically motivated ambitions ignited the decision for Pacifico Renewables to evolve from a renewables native into the energy transition company of tomorrow – sparking significant new opportunities for investors.

Shifting their focus beyond purely solar & wind projects they set their sights on a wider & more diverse spectrum of global opportunities on offer, as the worlds electricity system seeks to decarbonise.


Strategic Brand Naming & Messaging

A new brand name was imperative to better reflect their new proposition & positioning. Following multiple naming workshops, the client made the decision to embrace the name ‘Tion’ – representing their lofty ambitions & future aspirations.

The suffix ‘-tion’ composes the last four letters of “transition”, whilst commonly found in nouns of action such as “acceleration”, “innovation” & “motion”.

‘Tion’ is memorable, modern & dynamic, & perfectly captured their progressive nature & agile approach, along with their purpose & virtues as a brand.

The new brand mission statement, ‘Accelerating the transition toward a clean energy future’, is used front & centre throughout branded communications to clearly articulate the brands noble ambitions & objectives.

A shortened version of this mission statement was crafted – ‘Future in motion’. This emotive yet succinct new tagline balances a positive, inspirational & motivational sentiment throughout the brand messaging.

Visual Identity

The visual identity was created to represent Tion Renewables as a highly progressive, innovative & forward thinking renewable energy company, whilst maintaining a crucial sense of quality, trust & reliability.

From the technical & confident character innate within the logo, through to the ‘ion’ inspired grid asset & motion influenced extending lines, the brand identity tells a subtle visual story of the brand mission, ‘accelerating the transition toward a clean energy future’, in a simple yet scientific way.

Depicting this narrative with precision, structure, accuracy, intelligence & innovation all found in abundance throughout the elements of the identity system.

Brand Colour Palette

The brand colour palette has been curated to ensure that we communicate a careful balance between corporate financial professionalism & the progressive energy transition investment company of tomorrow.

A light stone colour is fundamental to the overall brand look & feel. This colour underpins the identity by communicating strength, neutrality & balance.

The dark charcoal provides a stylish, sophisticated, professionalism to the identity. This offers an alternative colour option to the dark green, allowing greater versatility.

The dark greens timeless elegance & naturalistic quality adds sophistication to the identity, along with promoting a greater sense of trust & reliability.

The brighter green was chosen to contrast with the darker colours. Representing green energy & a greener future. This inspiring colour promotes the feeling of new beginnings, growth & abundance.


Subtle motion effects are present throughout many of the images used within the identity, further emphasising the narrative of ‘acceleration’. Imagery often shows a selection of impressive natural features & landscapes to reinforce the importance of Tion’s mission to create a cleaner more sustainable energy infrastructure.

Working alongside the curated stock photography a photoshoot was also conducted to capture the true personality & culture of the team at Tion, adding an important level of humanity & authenticity to the branding & website.

Website Design & Development

The new website would play a crucial role in promoting the brand by effectively communicating Tion’s brand mission, culture & personality. Becoming the employer of choice by attracting the brightest minds within the energy industry was fundamental to their continued growth & success.

As a publicly listed independent power producer, it was crucial that the website adhered to regulatory requirements, such as housing legacy data & reports. Integrations with real-time share information & third party HR software were also utilised to streamline business efficiencies.

It was important to strike just the right balance of practical & effective, with providing a progressive & rewarding user experience. This was achieved through the use of subtle line animations & on-page transitions that created an engaging experience, whilst thought-provoking statistics & statements reinforce Tion’s experience & credibility.

Brand Video

Video would provide a much more powerful, engaging & emotive platform for communicating with our varied brand audiences.

The combination of key messaging, attention-grabbing stats, powerful stock videos, slick animations & a driving soundtrack, culminated in an inspiring & moving piece that would announce Tion to the world & make people sit up & take notice.

Hosted on the website, distributed to multiple publications & shared across social channels as part of a multi-pronged PR launch campaign, the video would become a hugely effective & valuable brand asset.

In Summary

Working alongside the dedicated & highly professional team at Tion has been a real pleasure. Without this level of teamwork & collaboration we would not have managed to achieve these results. We are tremendously proud of the role that we have played in this crafting this new brand identity & website.

We look forward to our continued relationship in supporting Tion as it continues on its valiant mission, leading a new era of sustainable energy.

From start to finish, Fable&Co. were outstanding. We were taken aback by the depth of the research phases, which led to the formation of a truly unique brand strategy and messaging framework. They clearly understood our objectives and delivered our rebrand & website project with grace and poise throughout. Jack, Ross and the team have been exemplary, & as a result and it’s my honour to highly recommend Fable&Co.

– Christoph Strasser, Co-CEO, Tion Renewables

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