Principals refreshes Transgrid brand identity

Sydney-based branding design agency, Principals, worked with Australian electricity transmission network, Transgird, to refresh its brand identity.

Transgrid operates the electricity transmission system that energy suppliers depend on to power communities across the Eastern Seaboard connecting generators, distributors and end-users. With rapid changes occurring in the energy system, Transgrid is aiming to build a better power system for Australians to drive the transition to a clean energy future.

To reflect this position, Transgrid needed a new brand that would attract the best talent, energise culture and signal change, all while retaining its stature and trust. “This is a pivotal moment for Australia’s energy sector as we transition from traditional energy sources to renewable energy sources. Transgrid is playing a leading role in enabling the shift and our brand needed to reflect that,” says Paul Italiano, Transgrid CEO.

Principals and in-house brand voice agency XXVI worked with Transgrid to develop a refreshed brand strategy, narrative and new identity as well as provide tools to embed the brand and its values throughout the organisation.

The identity is centred around a symbol representing an axis of endless possibilities and transformation. The contemporary wordmark and flexible design system aims to create a dynamic brand with the right mix of humanity, technology and capability.

Principals strategy director, Moensie Rossier , says “The Transgrid brand conveys a leading organisation that is powering progress, through people, power and possibilities.”

In addition to refreshing the Transgrid brand, Principals also worked with the business to establish a brand and positioning for LUMEA. Previously, an internal division of Transgrid designed, built and maintained infrastructure for clients and the decision was made to spin off this part of the business into LUMEA.

For the new entity, Principals developed a brand strategy, positioning and identity. The work included the creation of a customer value proposition and an organising brand idea, ‘making tomorrow’s solutions today’s business.’ The colour palette and leaf design were developed to evoke natural green power and the environmental impact of connecting renewable generators to the power system.

“The LUMEA brand positions us strongly to grow new connections, provide breakthrough infrastructure solutions to customers and commercialise new technology initiatives. We’re very proud of our new market-facing identity,” says Richard Lowe, CEO of LUMEA. 

“The bold new LUMEA brand provides an aspirational stretch to help an ambitious internal business unit evolve into a competitive and commercial powerhouse, playing a pivotal role in the energy transition to a greener future,” adds Rossier.