Enterprise Rebrand
Country Base: Australia
Industry/Sector/Keywords: Energy & Utilities, Associations, Foundations, Non-Profits, Institutions

Below: Before and After Images in Slide Show, Video, Summary, Credits


Industry Setting

In a world on the brink, climate change and its impacts have never been more apparent to people, businesses and governments. The Australian Energy Foundation (formerly Moreland Energy Foundation) brings partners together to find effective solutions that can be scaled to help communities access affordable and renewable energy.


For twenty years the Moreland Energy Foundation has been helping local communities take action to reduce their greenhouse gas emissions. But with the rising climate crisis and a brave new organizational vision, change was needed. It was time for the foundation to transition into a national and global force as the Australian Energy Foundation, leading us toward “An equitable zero carbon future”.


This shift led to the organization reviewing their brand as a whole along with a name change to Australian Energy Foundation, new brand strategy and visual identity to match.

Working closely with corporate office and front-line employees, we created a brand that honors their history and serves as a beacon for action, energizing the brand and its people under one uniting symbol. A bold, smart and approachable identity that captures the organization’s passion and commitment to working together for a brighter future. The new look elevates the brand and their cause onto the national / global stage, signaling change to communities, governments and businesses across Australia.


The new identity we created captures the foundation’s drive and allows the organization to play the role of trusted educator, partner, advisor and service provider to their diverse audiences.

“We are thrilled with the new brand identity which cleverly brings to life the foundation’s refreshed positioning. This new look will help us to accelerate our vision of an equitable zero carbon society on a national stage.”

-Alison Rowe, Chief Executive Officer, Australian Energy Foundation


Client: Australian Energy Foundation – www.aef.com.au

Brand Strategists/Designers: Principals – www.principals.com.au

Senior Strategy Consultant: Gareth Joe
Creative Director: Pip Ireland
Design Director: Jacob Mahoney
Designer: Min Shim
Head of Production: David Cunningham
Account Management: Bridget Ashley