Infigen Energy gets visual rebrand thanks to 72 and Sunny
72 and Sunny has unveiled a new brand strategy and visual identity for Infigen Energy after being appointed to the account in November last year.
The overhaul also includes an updated logo, website, sustainability report, and brand purpose film, all of which aim to build upon the company’s brand purpose of ‘Leading Australia to a clean future, today’.
The old logo (left) versus the new
On the basis of what’s shown here, the brand identity lacks personality, innovation or gravitas. It’s almost unbranded.
Sometimes ad agencies want identities that ‘don’t get in the way of the story-telling’ and it ends up looking like this. And the story told by the video is pretty good.
But the problem is that without distinctive, impactful (and ultimately recognisable) ‘brand codes’ that can work across communications and experience, your marketing investment is less effective. This is even more of a problem in low engagement categories like energy. Those few interactions where people pay attention to you have to work very hard from a brand identity point of view… and I can’t see this working too well…