Clean Energy Finance Corporation
Turning investment into momentum
Role
Lead Designer
Contribution
Concept design & development
Illustration direction
Communication design
Awards
Transform Awards ANZ 2020 – Gold
AGDA Awards 2020 – Finalist
Credit
Gareth Proctor, Creative Director
Indigo Phillip, Illustrator
Pablo Ostolaza, Writer
Beyond a transactional brand
The CEFC had matured from a government-backed fund into a significant force in Australia’s clean energy transition, but its identity still felt functional, finance-first and transactional. The brand needed to demonstrate the organisation’s capability and scale while making its larger purpose, 'investing in a more sustainable future,' clear and compelling.
Balancing authority with ambition
The challenge was to retain the confidence and gravitas expected of a major investor without appearing heavy or intimidating. The identity also had to move easily between highly structured reporting and more expressive communications, inspiring businesses to participate without reducing sustainability to familiar visual clichés.
Designing for perpetual movement
The solution positioned progress as something continuous. An evolving circular form became the foundation of a flexible visual system, expressing energy, support and ongoing momentum. A distinctive green palette, aerial photography, motion and adaptable graphic tools carried this principle across reports, digital platforms and communications. The result shifted the brand from simply packaging transactions to actively signalling partnership, leadership and investment in the future.
