A new clean energy initiative from petronas
PETRONAS is a Fortune 500 energy company with global presence. The leadership of PETRONAS recognised that there was a compelling and urgent need to establish a credible clean energy business.
PETRONAS appointed Dragon Rouge to create an entirely new brand dedicated to taking clean energy solutions to market, namely hydrogen, renewables and green mobility.
We studied the energy market, including the emerging clean energy industry, to identify the positioning opportunity for the new brand. We then defined a brand strategy including purpose, positioning, experience principles and personality, culminating in a big idea for the brand: ‘Movement for a better energy future’.
Through a client co-creation process, we helped to create the name ‘Gentari’, a unique and captivating combination of two words: ‘generation’ and ‘lestari’ (sustainability in Malay).
We translated the brand narrative into a dynamic and digital-first identity system, including motion design. The unique icon captures the spirit of ‘Movement for a better energy future’.
The brand is creating excitement amongst B2B audiences and investors and is on course to make waves in the clean energy sector.