Enterprise Rebrand
Country Base: Australia
Industry/Sector/Keywords: Energy, Utilities

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

Industry Setting

Transgrid operates the electricity transmission system that energy suppliers depend on to power communities across the Eastern Seaboard, connecting generators, distributors and end-users. With rapid and fundamental changes happening in the energy system, Transgrid is in a unique position to build a better power system for Australians and lead the transition to a clean energy future.

The scale of the energy transformation Transgrid is driving is enormous. They needed social licence to do this, with a dynamic brand focused on customers, communities and outcomes.


Building on a legacy of technical excellence and a future of innovation, the design is centred on a symbol that represents an axis of endless possibilities and transformation. Along with a contemporary wordmark, the flexible design system creates a dynamic brand with the right mix of humanity, technology and capability to drive the energy transition. The identity also works well as an animation, telling stories about innovation and progress. Its versatility talks to future proofing the grid, as well as flexibility. And, with rapid changes to how people worked during the pandemic, it’s the ideal vehicle to convey things like hybrid working.


This is a pivotal moment for Australia’s energy sector, as we transition from traditional energy sources to renewable energy sources. The rebrand positioned Transgrid to play a leading role in enabling this shift. The new brand conveys an organisation that is powering progress, summed up in the endline created by Principals’ voice studio, XXVI, ‘People. Power. Possibilities.’ More than a tagline, this mantra is proudly displayed on high visibility uniforms and hard hats, as well as annual reports.


We achieved strong leadership and organisational buy-in to the brand. As a result, Transgrid continue to work with Principals on their employer brand and culture. The brand has become a point of pride for Transgrid’s people, who safely and reliably sustain power to consumers, businesses and essential service providers under difficult conditions.


Client: Transgrid – transgrid.com.au

Transgrid Instagram: instagram.com/transgrid_energy

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

Business Director: Renée Stekel,
Design Director: Darren Swain
Executive Creative Director: Simon Wright
Director Brand Language: Hamish Cargill
Senior Designer & Motion Graphics Designer: Agus Wijaya
Head of Production: David Cunningham