Brand

Context

Apraava Energy, previously known as China Light & Power India, has been one of Asia's largest investor-owned power businesses since 2002. In light of global and corporate sustainability and growth strategies, they collaborated with Landor to rebrand the company.

Duration 1 year 2 months

Credits Landor

Recognition Transform Awards India ✺ The Hard Copy ✺ The Drum  ✺ Exchange4media ✺ Adgully

Role

Rebranding

A high-stakes rebrand with a bold client provided a stimulating opportunity for me to innovate and launch the country's first generative corporate brand. This end-to-end project involved extensive stakeholder coordination in conceptualizing, designing, developing, and unveiling the brand.

Context

CLPI aimed to double its energy portfolio and transition to low-carbon businesses on the path to an IPO, but its culture and people were not yet prepared for such a significant leap.

Challenge

How might we help CLPI quickly adapt and reenergize from within, leverage a new investor, and retain its emerging talent to avoid falling behind?

Brand Strategy

What you do with energy matters far more than how much you have of it. Energy becomes more powerful when it meets meaningful human action. Apraava marries action and energy to usher a new age of sustainable growth. It’s not just energy, it’s energy in action.

Naming

The name 'Apraava' is derived from Agni (Fire), Prithvi (Earth), Ambu (Water), and Vayu (Wind), symbolizing the brand's transition from thermal to sustainable energy sources.

Generative Design

The algorithm integrates data from Apraava’s plants with local weather data to fuel a generative design tool that crafts an ‘energy signature’ based on four fundamental elements, forming the visual identity’s core.

Each energy element’s movements, including their intensity, variability, and speed, are designed to mirror the natural elements they represent and are directly connected to the data.

Custom Merchandise

A limited edition generator was made available and open to the employees to create custom merchandise for themselves on the day of the launch.

Impact

98%

Staff approval of the new brand at launch

1200＋

Minutes spent on the microsite on launch day

＋300%

Jump in website page views

2x

Investments to double the clean energy portfolio in 4 years