Recharging Renewable Energy

Opportunity

Clean Grid Alliance, a renewable energy nonprofit located in Minnesota, was excited to leverage a key anniversary as an opportunity to recharge (get it?) the brand. They were looking to celebrate 20 years of good work by imbuing a little vim and vigor that could carry them for the next 20 years, and beyond.

Solution

Advokate was engaged to lead the development of a new brand voice and tone that would bring the “cool” back to renewable energy, and key messages to match. Over the course of our work together, we developed a variety of deliverables.

Brand Voice – After diving in to understand 20 years of renewable energy advocacy and progress, we knew Clean Energy Alliance (CGA) needed something pithy, punchy, and powerful. Our new brand voice leveled up their language, leaning into their experience and passion to fully own their credibility in the space and impart true energy through their communications.

Tone Exploration – With such a variety of stakeholder groups – legislative and regulatory decision makers, foundations and funders, and individual energy advocates – we developed an audience- and channel-level breakdown of tone, providing guidance and examples for bringing the brand voice to life in a way that resonates with each unique audience segment.

Key Messages – As part of the deliverables, we laid out motivators and pain points for each stakeholder group, demonstrating the process of navigating and balancing the needs of the audience with the needs of the organization. This resulted in a suite of key messages – all in the new and improved brand voice – to serve CGA’s universal needs, as well as audience-level options for targeted impact.

Result

CGA is ready for the next 20 years of advancing clean, renewable energy in the Midwest. They have the brand foundation and messaging to bring new team members into the fold more thoroughly and efficiently, imbue excitement back into the conversation about clean energy, and light up a future run on renewables.