CEFC

At the centre of innovation

When the Clean Energy Finance Corporate (CEFC) was founded in 2012, its brand served as a functional tool, used primarily to package communications of a transactional nature for the government-backed fund. However, as the organisation matured, an opportunity arose for the brand to become a catalyst to influence behaviour and lead the market in helping to solve Australia's toughest emissions challenges.

To address critical gaps in the CEFC brand, we began with a series of facilitated brand audit workshops. These sessions uncovered key insights and recurring themes that informed a strategic repositioning framework. This blueprint guided the evolution of the brand, aligning it more closely with the CEFC’s mission and future ambitions.

The revitalised brand places the CEFC at the forefront of innovation in clean energy finance. Visually, it marks a bold shift from the previous understated identity – embracing a confident, contemporary aesthetic that reflects the organisation’s impact and leadership. By embedding the CEFC’s mission and proven track record into the brand narrative, we helped establish greater credibility and resonance within the sector.

We developed a comprehensive design system that included brand guidelines, templates, and custom visual assets such as iconography, photography and illustration styles. Collaborating closely with the CEFC communications team, we supported the rollout of the new identity across all internal and external touchpoints – ensuring consistency, clarity and stakeholder alignment throughout the transition.