Establishing not only a new wind energy brand, but a whole new kind of offshore wind.
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.