Suomen Uusiutuvat – Brand strategy, visual and verbal identity, website and application design
A New Brand for a New Era of Renewables
Future-Proof advocate for Industrial-Scale Renewable Energy
The Suomen uusiutuvat (Renewables Finland) brand was created during spring of 2024 when the Finnish Wind Power Association expanded its scope to include advocacy for industrial-scale solar energy, in addition to wind power. This expansion will allow the association to represent a significant portion of Finland’s renewable energy sector. The new operational landscape called for a fresh name and new credible brand identity.
With hundreds of member companies and organizations, we needed a brand that every member could stand behind. We also wanted to keep the future open, avoiding restrictions on specific energy types in the name or visual identity of the association. We developed the brand strategy in collaboration with a working group composed of members and representatives of the association. We also engaged in active dialogue with the board to ensure alignment and consensus among all stakeholders.
We created a logo that embodies elements of a wind turbine, the sun, and the passage of time. The colors and typography enable credible communication while preserving a sense of humanity and energy.
At the heart of the brand positioning is the concept of a confident catalyst for change:
1. We communicate the broader impact of our work on society, regional vitality, and people’s well-being.
2. As a significant and influential player, we aim to be recognized in the market and in people’s minds as a confident authority.
3. We convey insights with clarity and communicate complex issues in an understandable and inspiring way.
Credible, Yet Humane
The new name Suomen uusiutuvat (Renewables Finland) reflects a nationwide coalition of renewable energy sources. It is confident and effective even without the “ry, registered association” suffix, and it doesn’t exclude any potential future renewable technologies.
The believe one of the most crucial elements for an advocacy and expert brand in renewable energy is credibility. This is achieved through transparency, data-driven communication, and the ability to represent the industry comprehensively. However, we didn’t want to portray the association as a cold authority. Instead, we aimed to maintain a human, proactive, and clear style.
Results
”Bringing solar power under the advocacy of our association gave us a great opportunity to examine the building blocks of our brand from new perspectives. This work was important to us, and we wanted an experienced partner to support the process. It needed to involve various stakeholders and ensure that everyone’s voice was truly heard. Kuudes coordinated and led the team with clear steps towards the goal, and the outcome is exactly what we hoped for – both in terms of content and visuals. It is modern and fresh, strongly grounded in our values, and credible – just like we are.”
Anna Tiihonen
Head of Communications, Suomen uusiutuvat
For more information:
Mikko Mäkinen
Concept Design Director
mikko.makinen@kuudes.com
+358 40 575 9084
