Chameleonic <> IEEFA: Re-branding
In a landscape of energy think tanks, IEEFA speaks.
The Institute for Energy Economics and Financial Analysis (IEEFA) is a global research organisation that works to accelerate the transition to a diverse, sustainable and profitable energy economy. Through independent, evidence-based financial analysis of energy markets, investment trends and policies, IEEFA helps investors, policymakers, regulators, communities and the media better understand the risks, opportunities and market dynamics shaping the energy transition.
In a world where energy policy is often dominated by loud, polarised debate, IEEFA’s mission is grounded in something more concrete: the numbers.
When five regions speak
Acting across five continents, and growing steadily, IEEFA’s brand identity had evolved organically through regional adaptations and channel diversification. The organisation encountered a challenge that many global institutions will recognise. Unifying the different communication streams that had developed in each region. It was not a matter of imposing a single communication style, but rather discussing a larger identity that all the different regions could apply and adapt according to their local contexts.
The expertise was already there. What was missing was a shared space for discussion, co-creation sessions and agreement between all the communicators inside the organisation. For that work, they trusted Chameleonic.
Our work focused on bridging the gaps between regions and creating a brand system that would help IEEFA become instantly recognisable, reinforcing their trusted voice across all five core global regions and beyond.
Honouring what already works
When a branding project starts, it becomes the perfect playground for creatives to run with their best ideas. And that’s a good thing. But in that process, we sometimes lose things that actually hold a lot of value - a naming convention, a logo, regional brand expressions. When familiarity and recognition exist, the natural first step should be to investigate and, in many cases, preserve a good part of what’s already there.
That was the case with IEEFA. Being recognised by their voice, the idea was not to lose core elements such as the logo. So we worked from the groundwork they had already done before, honouring what was already strong. That’s why a well-structured branding process always begins with listening, a phase dedicated to hearing different stakeholders’ perspectives, challenges, and understandings of the current reality.
Our project applied a brand audit and co-creation methodologies to shape IEEFA's visual and copywriting identity. Our role was to translate IEEFA’s excellence and analytical expertise into a user-friendly brand framework. After mapping the brand’s current state and dreaming up its future, we were able to design their identity. In parallel, we focused on building IEEFA’s internal capacity to apply the brand guidelines through formats and templates.
A brand system, now built for recognition
The immediate outcome was the launch of the IEEFA Brand & Visual Identity Manual. The new brand system now provides a clear framework for communication.
Every colour, font and guideline was shaped considering their real needs. The new manual also unified a purpose-driven secondary colour palette for data visualisation to ensure consistency and instant recognition.
Months after the project concluded, other communication channels were also updated, such as the website. So we know they are in good hands and their impact will keep growing.
"Our analysis helps people make better energy decisions. A clear, consistent brand ensures they recognise our expertise and put our insights to work." - Adam Hunt, IEEFA's Global Communications Project Manage
