Empowering a Sustainable Energy Future With a Compelling Sustainability Framework and Brand Idea
ACEN, the listed energy platform of the Ayala Group, is one of the fastest-growing renewable energy companies in Asia Pacific and the first in Southeast Asia to announce a Net Zero roadmap. However, the 2022 rebranding from AC Energy to ACEN, launched amidst the pandemic, presented challenges in building market awareness and communicating ACEN’s holistic sustainability commitments effectively.
With the early achievement of the 5GW goal, and a growing portfolio across the region, ACEN sought to align its brand with its sustainability vision to reinforce its leadership in renewable energy and address a just energy transition.
The Need to View Brand and Sustainability Under a Unifying Lens
The challenge extended beyond communicating ACEN’s identity as a challenger, pioneer, and partner—it required developing a holistic sustainability vision and strategy that aligned with its brand and focused on areas where ACEN could create the greatest positive impact. SR conducted benchmarking, reviewed brand and sustainability narratives for alignment, and engaged senior leadership to gather critical insights. The outcome was a unified strategy that seamlessly integrated ACEN’s goals, reinforcing its leadership in renewable energy and driving meaningful change in the sector.
Integrated Branding and Sustainability Strategy
Sedgwick Richardson (SR) delivered a comprehensive solution that harmonised ACEN’s brand and sustainability strategies, resulting in a refreshed brand proposition, compelling sustainability framework and a communication strategy to position ACEN as a bold and innovative leader.
Brand Strategy
The brand idea, More is Possible, reflects ACEN’s ambitious vision to drive progress in renewable energy and inspire confidence in stakeholders. This idea reinforced the brand’s role as a bold, dynamic and innovative leader in the sector.
Dynamic Brand Expression
To further reinforce ACEN’s brand equity, a bespoke dynamic graphic system was developed, creating flexibility for internal teams and impact in communicating the brand idea.
Creating Greater Impact
The integrated approach equipped ACEN with a unified strategy that seamlessly aligned its brand identity with its sustainability goals. By combining the More is Possible brand strategy with ACEN’s branded sustainability framework, ACEN now tells a powerful and inspiring story of leadership and progress. This ensures enhanced brand recognition, strengthened stakeholder engagement and a clear demonstration of its role in advancing an equitable energy transition.
