In 2011 Ayala Corporation Energy (AC Energy) made an initial investment in a wind farm on the North West peninsular of the Philippines. Ten years later AC Energy’s vision is to be the largest listed renewables platform in Southeast Asia. Currently Renewable Energy accounts for 70% of the company’s portfolio and by 2025 AC Energy plans to produce 5GW of renewable power generation. From an initial brief to refresh their corporate communications, AC Energy’s management decided to embark on a brand refresh project to enable them to clearly communicate their leadership in the space of renewable energy generation. As AC Energy continues to attract investment and partners, they saw the advantage sustainable energy branding gives them to fulfil their ambition grow & expansion as the industry leader in renewable energy generation. ‘Driving the renewables revolution through partnerships across APAC’ became the Mission Statement supported by a personality that highlights their thoughtful long-term approach. By developing and testing a range of potential positioning hypotheses the management team were able to review and commit to which approach best met their strategic goal and operational capabilities. Tangible has worked with AC Energy on a number of subsequent projects help them review and develop brands for specific assets across their portfolio.
Tangible refreshed the AC Energy corporate brand through evolving their Visual Core Elements and developing a Messaging House to ensure key messages were communicated to different stakeholder groups. Key corporate materials were then designed to bring the refreshed brand to life.
Tangible reviewed the brand architecture and created brand identities for GigaWind and GigaSol which are the renewable power generation assets AC Energy own in Wind and Solar. Tangible also developed the sub-brand for the diesel-powered energy generation assets – Bulacan Thermal, Subic Thermal, La Union Thermal & SLTEC.
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