Clarion Events is a UK-based global events organiser, connecting buyers and sellers in various energy sectors. As a special outreach, they offer a journalistic platform that kept readers informed of business, innovation, legislation, and industry evolution. 

 

The process of introducing a new energy specialty to the platform was reactive—it would be treated as an individual brand. Ultimately, the client had 5+ identities without synergy or cohesion. Since most energy professionals have more than one focus, engagement with multiple platforms became unwieldy, brand recognition was low, and subscription rates plateaued. 

 

That’s when they contracted us to create a unified, synergistic voice for their portfolio of brands with a future-proof strategy, accommodating the rapidly evolving energy sector. 

 

As a first step, we conducted a series of workshops to gain consensus on portfolio structure that would be flexible to grow and evolve with the industry. A monolithic framework was the blueprint for a unified positioning with messaging planks, a tagline, and a manifesto, which led to a language used across all communications. 

 

This strategic groundwork led us to create brand architecture design systems that were brand-forward, and gave the client the ability to expand their portfolio. A strong attention to ADA compliance ensured all readers have a seamless user experience. 

 

The final deliverable was a turn-key guideline with templates, iconography, and logo treatments for digital, social, interactive, and print outreach that are executed by their internal teams.

 

Outcome:

Although the branding just launched, the feedback has been very complimentary by the client and by their readers.