The strapline of the main RenewableUK logo proclaims the organisation to be 'The Voice of WInd & Marine Energy', but I felt that this voice hadn't quite been found and used to best effect.
I looked back at the results of a 'visioning workshop'—undertaken prior to the rebrand from BWEA (British Wind Energy Association) in 2009, and more recent feedback from delegates in 2014. Employees and key representatives from member companies listed their top 5 positive perceptions of the organisation—the results were as follows:
1. A voice of authority 2. Business focused 3= Trusted/Central source of knowledge/A champion
With this research in mind I chose to rely less on imagery, and more on concise and authoritative copy. I based the updated adverts around the line 'Knowledge to Power'—a play on a well worn phrase that reinforces the organisation as a proactive 'enabler', and also appeals to an increasingly broad audience.
Old Event Advert