Bluefields Energy

Project Overview:

Bluefield Energy, a London-based investment specialist, focuses on renewable energy infrastructure. The company’s mission is to lead the energy transition and positively impact the planet, with commitments to 100% renewable generation by 2030 and coal-free operations by 2025. To support this mission, Rowhouse Digital was tasked with designing a brand identity that would unify Bluefield’s diverse business platforms under one coherent vision while reinforcing its position as a global leader in renewable energy.

Problem Statement and Approach:

Bluefield Energy needed a brand identity that reflected its strategic goals and core values and unified its various subsidiaries under a common purpose. The existing brand needed to be more cohesive, relying on a disjointed system and color palette that could have conveyed the company’s ambition and vision for a sustainable future. The challenge was to create a new, cohesive brand architecture that would inspire change among employees, customers, and partners while effectively communicating Bluefield’s commitment to planet positivity.

To tackle this challenge, Rowhouse Digital took a unique approach, developing a comprehensive brand architecture that established a unified approach across all dimensions of the business. This included creating a full identity system that could be seamlessly implemented across multiple channels, with motion design and film as integral components of the brand language.

Solution:

Rowhouse Digital reimagined Bluefield Energy’s brand identity, centering on the theme of “Changing Tomorrow Now.” The new brand features a custom-designed logo created through motion design, where the “v” in the logo represents the interconnectedness of all elements in nature. This dynamic motion, generated by angular movements, symbolizes Bluefield’s role in driving the energy transition.

The brand architecture unified all subsidiaries under a single, purpose-driven identity. Pentagram collaborated on the design, creating a consistent logo system across the group. The custom wordmark, rendered in lowercase, exudes a friendly and approachable tone, while the supporting typography—based on modernist principles—embodies humanist values, ensuring accessibility and directness.

The visual identity emphasizes the epic power of nature, contrasting the grandeur of landscapes and the sea with humanity’s humble role within them. The color palette, ranging from natural, grounding tones to vibrant highlights, reinforces the brand’s commitment to protecting the natural world.

The result is a cohesive, inspiring brand identity that not only aligns with Bluefield Energy’s strategic vision but also has the potential to galvanize its stakeholders. By embracing the new brand, they can actively contribute to the company’s mission of creating a sustainable future.

TOOLS & METHODS