AC Energy, a power company subsidiary of Ayala Corporation, commissioned Design For Tomorrow to provide a brand and culture framework as it prepares itself for diversification and transformation. The brief also specified no logo change, but the other brand expression elements are open for exploration.
DFT onboarded an organization-wide interview to gain insights and perceptions for the energy company’s branding, and crafted a transformation framework and a culture integration. Then we guided the creation of a strategy for brand architecture development as the company segmented its current initiatives, acquisitions, and expansion programs into two divisions: conventional and renewable power generation.
The second phase of our energy company branding project saw the creation of “The AC Energy Way” – a definitive vision articulation and culture integration platform to unify everyone’s mindset. Then it progressed to the expansion of the brand assets: introducing new typography, colors, visual style, and graphic elements based on power sources, namely geothermal, thermal, solar, and wind. We redesigned the company’s collaterals, merchandise, and corporate giveaways and collaborated with AC Energy’s interior design firm to integrate brand elements in wayfinding and environment graphics.
The final set of deliverables include an internal launch engagement, a brand relaunch strategy, an external communications framework, and a comprehensive brandbook is delivered to be a source of inspiration and safeguard identity violations.
Client AC Energy Industry Energy Discipline Branding, Design, Packaging, Environments, Strategy, Brand Architecture, Design, Environment Graphic Design, Guidelines Development, Rollout Strategy, Brand Expressions Location Philippines
Art Directors Bonnapart Galeng, Marlon Lacanilao, Elizabeth Teotico Designers Israel Contreras, Shintaro Lopez, Rashina Tuazon, Patricia Ibañez, Ma. Cecilia Inocencio Strategist Ric Gindap Account Manager Bernadette Lindres Forward Planner Lorenzo Fresnoza Collaborator (Interior Design) SDW Design (Environment Design) Kervin Pasco