On behalf of the Australian Federal Government, the Clean Energy Finance Corporation (CEFC) is tasked with supporting Australia’s transition into a clean energy future, through investment in clean tech, energy, agriculture, infrastructure, property, transport and waste.

Until recently the CEFC brand had been a functional tool, used primarily to package communications of a transactional nature. The visual identity did little to communicate their purpose, or position CEFC as a progressive enterprise that believes in value beyond return on investment.

The necessity to explain technical innovations, with the lack of a synonymous icon or infographic style, had given rise to a reliance on an ever-growing and disparate set of icons, charts, infographics and diagrams, creating an incoherent visual identity.

The project started with a series of facilitated brand audit workhops, these highlighted critical gaps in the existing CEFC brand. From these insights, we explored common themes and opportunities, presenting a strategic direction for the repositioning of the CEFC which formed a blueprint for the new direction of the brand.

The refreshed brand positions the CEFC at the centre of innovation.

Visually, it is a significant departure from the original, switching to a vibrant green colour palette, inspired by the Australian landscape and fauna. We also created a dynamic ‘halo’ device encapsulating the logotype, to represent the organisation’s purpose and make it an integral part of their brand story.

Designate created a comprehensive design system, including templates and brand guidelines, alongside bespoke icons, photography and illustration styles.