Captains of Industry » Branding

CLF Logo and Branding

Thu, 05 May 2011 15:06:45 +0000

The Conservation Law Foundation (CLF), New England’s leading environmental advocacy non-profit, came to Captains of Industry when they decided to rebrand the 40+-year-old organization and attract new members. Following our Captainization process, COI interviewed senior members of the CLF team to determine their brand DNA, and where they wanted to take the organization. What we found is that CLF is about a lot more than protecting the natural environment – they do everything from protecting conservation land to expanding mass transit to helping clean energy companies thrive. And they are relentless and determined in their efforts. This led to creating a new look and story that was completely different from the typical environmental organization’s brand (picture trees or wildlife imagery). Our simple, clean type treatment, underscored with a red “zing”, provides a visual and compelling way of saying, “We will do whatever it takes to help New England thrive.” With this new mark, CLF can emphasize the issues that they feel are important, strike through projects that they are against, or underscore the value of their successes.

First Wind branding

Tue, 22 Sep 2009 16:09:36 +0000

Making a wind energy company look like the billion dollar company it would become.

UPC Wind came to Captains when they needed to establish a whole new look for the company that would take them to their next level of success. Through a strategic process that involved brainstorming with their senior management, Captains established a new brand, with a new name, logo, tagline, and graphic design, that’s helped them become one of the top wind energy companies in the United States. Their tagline (Clean Energy. Made Here.) gets across everything they’re about in just four words, while the new name and image conveys a sense of credibility and innovation.

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Deepwater Wind branding

Sat, 12 Sep 2009 19:10:26 +0000

Winergy, an offshore wind energy company, was up against entrenched competition in bids for offshore wind projects. Due to Captains’ years of experience in renewable energy communications, we were selected to help them revamp their messaging and brand in order to better position them for success. We analyzed their competition, and the mindsets of key stakeholders in the wind farm project approval process, and in the process completely overhauled the way they communicated their unique technology: wind farms in deep waters far off the coast – where the turbines were practically invisible from the shore. A new name and logo strengthened their appearance as a credible and financially solid company, while a new tagline – “Clean energy is just over the horizon” – conveyed their unique advantage over traditional offshore wind farm technology. Within a few months after the rebranding effort, Deepwater Wind beat numerous competitors to win a bid for a large offshore wind farm in Rhode Island.

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