Aligning purpose and brand to elevate a business for growth

Relevate Power was formed in May 2023 with one powerful mission: to produce clean affordable energy and, through this, enhance quality of life.

"We upgrade the renewable energy capabilities of old hydroelectric facilities, providing significant economic, social and environmental benefits to rural communities,” says Matthew Wenger, CEO at Relevate Power.

As a company committed to solving the challenges of climate change using renewable technology, they had a purpose-driven mission at its core: To help local life flourish. However, as Matthew notes, their brand didn’t reflect this ambition and passion, causing a disconnect: "We loved our brand but it wasn’t differentiating enough. We found ourselves being confused with other brands and felt like we weren’t fully representing who we are and what makes us unique."

This disconnect became more than a branding issue—it threatened to undermine Relevate Power’s ability to effectively communicate their unique value, especially as they prepared to enter a critical round of funding.

The urgency to rebrand

Matthew and his team realized that to attract investment and scale their business, their brand needed to be "As bold and dynamic as our purpose."

With a strict 10-week deadline to complete the rebrand before a funding round, the stakes were high. "We had to get this right quickly, or we risked confusing the market further at a time when clarity was essential.”

Purposeful intent

Relevate Power required a brand that acknowledges its historical roots while embracing future innovation. Matthew emphasizes the challenge of conveying this balance: "It wasn’t just about new technology or flashy designs. We needed to respect our history while embracing the future. The new brand had to reflect our role as stewards of a critical resource, balancing past traditions with future innovation”.

The brand needed to be rebuilt and elevated to better capture this passion, using their purpose to guide the strategy. "We had done a lot of soul-searching to clearly understand who we are, what we are doing, and why we are doing it," says Matthew. "This was the springboard from which the new brand started to take shape and flow."

Through the lens of their purpose for regeneration, a new positioning—"Next level energy"—name, brand identity, website, corporate assets, and messaging were created to mirror their mission to make a difference and preserve the quality of local life.

Every element of the brand was given careful consideration to show the delicate balance and
connection between nature and humanity.

This is reinforced in the new identity symbol, which delivers on several levels: It represents the flow of water through a turbine, the regeneration of waterpower infrastructure, and the combination of sustainable renewable energy sources—water and solar. "The water wheel pays homage to the history of water power but, at the same time, represents a modern turbine," Matthew explains.

This concept of balance, and of subtlety and boldness, is captured in each brand asset and encapsulated in the website to take it externally to the market.

Connecting purpose and brand

Relevate Power’s rebrand was integral to the company’s growth strategy. "The brand needed to represent exactly who we are, so investors understand our vision immediately," says Matthew.

The result is a brand that aligns seamlessly with Relevate Power’s purpose, projecting a stronger image to the marketplace. This alignment was critical to secure the funding needed to continue their mission of providing 24/7 renewable energy.

As Matthew concludes, "We’re not just revitalizing old hydroelectric facilities—we’re revitalizing entire communities, and now our brand reflects that."