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Brand Strategy & Design

Smart Energy Connect (SEC) is a digital platform for sustainability innovation owned by CLP, one of the largest investor-owned power companies in the APAC region. As an emerging initiative, SEC needed a brand platform on which it can show the public what it does as a standalone entity, separate from the main CLP functions.


RFI conducted a comprehensive brand exercise—having conversations with executives and employees to grasp the intended image of the brand, identifying discrepancies between said image and the pre-established parameters, and ironing them out from top to bottom.


Developed from top-level brand strategy, the SEC branding guide set up a solid foundation for brand and marketing asset development. From the tone of voice to appearance, SEC took a life of its own, distinct yet very much related to its parent company.

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