AC Energy Sustainable Energy Branding: Driving the renewables revolution through partnerships across APAC

Opportunity: In 2011 Ayala Corporation Energy (AC Energy) made an initial investment in a wind farm on the North West peninsula of the Philippines. Ten years later, AC Energy’s vision is to be the largest listed renewables platform in Southeast Asia. Currently, Renewable Energy accounts for 70% of the company’s portfolio and by 2025, AC Energy plans to produce 5GW of renewable power generation.

From an initial brief to refresh their corporate communications, AC Energy’s management decided to embark on a brand refresh project to enable them to clearly communicate their leadership in the space of renewable energy generation. As AC Energy continues to attract investment and partners, they saw the advantage sustainable energy branding gives them to fulfil their ambition grow & expansion as the industry leader in renewable energy generation.

Insight: Through our Brand Pillar Framework™, Tangible developed the Mission Statement: ‘Driving the renewables revolution through partnerships across APAC’, which was supported by a personality, highlighting their thoughtful long-term approach. By developing and testing a range of potential positioning hypotheses, the management team were able to review and commit to which approach best met their strategic goal and operational capabilities.

Result: Tangible has worked with AC Energy on several subsequent projects to help them review and develop brands for specific assets across their portfolio.