Challenge
HS Orka plays a vital role in powering Icelandic communities, delivering renewable energy that enables everyday life, supporting local businesses and contributing to the country’s sustainable future. With the ambition, capability and capital to expand their operations, the business was well positioned to meet Iceland’s growing energy demands.
But their impact and approach weren’t fully understood.
In-depth market research, led by one of our partners Brandr Index, revealed a lack of clarity around HS Orka’s role, values and long-term contribution to Iceland. Without a clear, unified brand story, those questions remained unanswered.
This presented an opportunity to align leadership around a new direction for the brand that would allow HS Orka to take control of its narrative, strengthen community relationships, and support future business growth.
Idea
Create a brand that reflects HS Orka’s distinct approach and reconnects people with its purpose.
At its core is a bold creative idea: Respectful Innovation – capturing how the company balances progress with care and puts community at the heart of everything it does.
Rooted in HS Orka’s approach to circularity – seen most clearly in the Resource Park, where geothermal byproducts are repurposed to support new industries – Respectful Innovation reflects the company’s commitment to developing energy infrastructure that creates long-term value for Icelandic communities.
Leadership alignment around the new direction was crucial. A collaborative process of workshops and immersion, both in London and on-the-ground in Iceland, brought the leadership team together to align around the idea and take ownership of the brand’s narrative and future.
That time in Iceland was essential. It revealed how different HS Orka truly is from other energy companies – considered in every decision, transparent in action, and deeply embedded in the communities it serves. That ethos inspired and shaped the idea of Respectful Innovation.
In a sector dominated by rational messaging, Respectful Innovation gives HS Orka a more human voice, and a platform to build trust, shift perception, and tell a story that truly reflects who they are.
This was more than a rebrand. It was about redefining how we tell our story. Brandpie helped us articulate what makes HS Orka different in a way that’s true to who we are: respectful, innovative, and deeply rooted in Icelandic society.
Jóhann Snorri Sigurbergsson Director of Business Development, HS Orka
Owning the narrative
HS Orka needed to own its story, reflecting its Icelandic values while giving the brand a voice of its own. We built that narrative around three core pillars:
- Nature – A deep respect for the land that makes energy possible.
- Opportunity – Innovation that stays in Iceland and benefits its people.
- Community – Powered by local hands and guided by national purpose.
This helped reframe the business not as an outsider, but as an active partner in Iceland’s future.
HS Orka consistently demonstrates what progress with care looks like: minimizing impact, creating long-term opportunity, and working in harmony with the communities it serves. Now, its brand reflects that.
A brand rooted in heritage, ready for the future
The visual identity refresh was was about refinement, not reinvention. The identity needed to rebuild trust, not mask who HS Orka is. It had to feel refined, human, and rooted in place, just like the company itself.
We started at the source. The logo, Cornerstone, was designed to reflect geothermal energy at its origin. Built from scratch, the wordmark and symbol draw inspiration from the geothermal pipes used on-site, the faultline that runs through Iceland, and the ripple effect of the energy HS Orka provides – offering a visual expression of energy at its origin and impact.
The color palette was drawn from the land itself
Inspired by photography taken onsite in Iceland, the primary palette reflects the red geothermal pipes, volcanic earth, and open skies surrounding HS Orka’s operations. Red is used sparingly and deliberately – an accent that signals presence without overpowering. A complementary secondary palette of soft greys, greens, and tones from native flora add warmth, clarity, and accessibility across all applications.
Showing the people behind the power
Photography and film and were key to reshaping perception. In a sector often defined by infrastructure and empty landscapes, we focused instead on the people – the communities HS Orka serves.
The new photography exemplifies this, showing everyday Icelanders living and working in the environments HS Orka supports. It’s editorial, cinematic, carefully composed, and distinctly Icelandic – dramatic and beautiful, yet human and unposed.
Crucially, we embraced the unpredictable Icelandic weather to capture the drama, mood, and reality of the environment. Because that’s the real Iceland, not the postcard.
The films mirror this approach. We produced a set of three employee films, each offering a day-in-the-life perspective of people working across HS Orka. From tending horses to playing basketball with family, the films show what it means to be part of HS Orka and why it matters.
The brand film brings the idea of Respectful Innovation to life, translating it into something tangible and emotionally resonant for both internal and external audiences. It helps explain not just what HS Orka stands for, but how that belief shows up in practice.
Shooting and filming took place over several days across Iceland, using local crews to ensure cultural authenticity, capturing the true texture of Icelandic life.
One of the biggest shifts for us has been moving to a brand that truly reflects who we are. With Brandpie’s support, we’ve been able to take control of our narrative. Now, we can tell our story clearly, confidently, and in a way that connects with the communities we serve.
Birna Lárusdóttir Communications Officer, HS Orka
Typography and system thinking made it usable.
A single-weight, timeless typeface ensured clarity and simplicity, creating a toolkit that the whole organization could use with confidence and consistency.
Every element, from logo and type to photography and film, was designed with care. Nothing superfluous or rushed. Just a brand identity as thoughtful and respectful as the innovation it represents.
