We’ve transitioned the AFC Energy brand from an investor focused hydrogen technology developer, to a customer focused hydrogen solutions provider. On analysis of the competitor landscape and internal research we created a clear picture of where AFC Energy currently were and established where it wanted to move to. The newly developed brand foundations then formed the basis of a dynamic and confident personality with a look and feel to match their exciting ambitions. Their disruptive fuel cell technology now has a brand to match this game changing offering.
Market leading credentials
AFC Energy were an established name within the sector and listed on the AIMs market. They had already successfully trialled their technology on the world’s toughest stage – motor sport. As the hydrogen fuel cell partner for Extreme-E, they have proven their hydrogen powered generators work wherever and whenever you need clean energy. All they needed now was a brand to match their market leading credentials.
Multi-layered and flexible
To build on the brand equity already established with investors and partners, and to aid their aspirations for growth, the logo was retained but simplified. Then a whole new look and feel was developed and built around it. Just like their offering, the new brand is now multi-faceted with many layers and it’s clean, flexible, technical and premium.
Bold, honest, expert, dynamic and fresh
Their personality traits can be seen throughout the new brand, from their refreshingly clear and optimistic tone of voice, through to bold, dynamic imagery featuring dramatic backgrounds out of which abstract arcs of electricity are formed. These abstract assets enable the brand to creatively make the invisible, visible.
An effective, future-proofed solution
We developed a style and approach that can be applied to stock as well as bespoke photography ensuring all their imagery feels ownable and unique.
The new brand also has the built-in flexibility to enable AFC Energy to continue developing its offering and brand to suit whichever market or sector that wants to adopt their clean, hydrogen fuel cell technology.
The brand now perfectly positions us with our target audiences and gives us the flexible platform we need to take the business to the next level.AFC Energy - Head of Brand and Marketing