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.
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.
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.
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.