Wind Energy Ireland
M E M B E R O R G A N I S A T I O N
Wind Energy Ireland
Rebrand | Naming
Context
Wind Energy Ireland (WEI) is the representative body for the Irish wind industry. An all-Ireland body with over 150 members, it promotes wind energy as an essential, economical and environmentally friendly part of the country’s low-carbon energy future.
The Task
The existing name Irish Wind Energy Association (IWEA) was considered outdated, too long, unclear and unwieldy. It also was often confused with ISEA and IWFA, both also in the energy space. We were asked to direct and manage the re-naming process, to originate a positioning tagline and to create a strong brand identity for their new name.
Our Approach
From our initial communications to final delivery, we engaged with the key stakeholders from the Board. Together we identified their brand attributes, agreed IWEA’s key naming criteria and scoped appropriate terminology. Using the outputs from our discovery workshop we generated a comprehensive list of potential names, confirmed their availability and market tested them before presenting the shortlist to the Board. During the visual design process that followed, we developed a range of creative interpretations of their brief, each with a different emphasis. This allowed the Board to arrive at a shared vision of their new brand.
Potential supporting taglines were also generated during the naming process resulting in a longlist. We held the longlist in reserve during the naming process and then revisited it once the new name had been selected. Each tagline was reviewed against specific factors and a shortlist of three appropriate and enabling taglines emerged. Presented together with their supporting rationale, the Board united on ‘Powered By Nature.’