BioEnergy Hawaii, a leading designer, developer and operator of alternative energy systems, today introduced a new brand identity and corporate website that reflects the company’s values, goals, and strengths, including its unique position in the bioenergy industry. BioEnergy Hawaii engaged and collaborated with Kinetic Branding, a branding and marketing agency, who designed and developed the company's new brand identity, including the company's logo and website.
BioEnergy Hawaii sought to redesign its corporate logo and to develop a new website for the purpose of making deep, meaningful connections with Hawaiian residents and businesses and to authentically communicate their core values and bioenergy vision for the Big Island of Hawaii. Clint Knox, Project Manager & Director of Sustainability for BioEnergy Hawaii, and Guy Kaniho, General Manager for BioEnergy Hawaii, worked directly with Paul Ruettgers, Creative Director at Kinetic Branding, to design and develop the company's brand identity.
“The intuitive guidance provided by Kinetic Branding was integral in developing our logo and website identity.”
Before designing the company's new logo and website, Kinetic Branding worked with BioEnergy Hawaii executives to establish the essence of the brand and it's connection with the company's core audiences. Through their unique emotional branding process called Brand Energy, Kinetic Branding was able to understand the desires and needs of the residents and businesses on the Big Island and how the company could make meaningful and lasting connections with them. "The intuitive guidance provided by Kinetic Branding was integral in developing our logo and website identity," said Clint Knox, Director of Sustainability of BioEnergy Hawaii.
Kinetic Branding designed the new logo mark (shown above) from a single symbol – a drop shape – which was placed in the center and the same shape rotated around the center drop 12 times to create a beautiful new organic symbol. The new logo's garland design represents many of the beautiful aspects of Hawaii, simulating a lei or garland of flowers, shells, and feathers, which is given as a symbol of affection. This garland design stands for an organic symbol that is equal to the garland "lei of energy," representing its people.
“We set out to design a welcoming brand identity that would embrace the essence of why BioEnergy Hawaii is so passionate and devoted to their efforts in preserving and securing the future wellbeing of Hawaii.”
Explaining the thought process behind the design, Paul Ruettgers, Creative Director of Kinetic Branding, explained, "We set out to design a welcoming brand identity that would embrace the essence of why BioEnergy Hawaii is so passionate and devoted to their efforts in preserving and securing the future wellbeing of Hawaii."
Kinetic Branding also worked with BioEnergy Hawaii to design and develop the company's corporate website, working closely to effectively communicate the company's heart and passion for the wellbeing of the Big Island of Hawaii.
The objectives of the new corporate website were to create a simple, clear and compelling message to Hawaiian residents and businesses that accurately and articulately define the goals and initiatives of BioEnergy Hawaii and it's passion to improve the environment and well-being of the Big Island. Kinetic designed and developed a sophisticated yet uncomplicated website that allows visitors to easily navigate to content.
Kinetic Branding, in collaboration with BioEnergy Hawaii and Cam Davis of Wordplay, developed the BioEnergy Hawaii campaign "Our Hawaii – Our Future" to establish why the company desires to nurture the wildlife, residents and businesses on the Big Island, giving them a secure and prosperous future. This concept helps explain the heart behind their initiatives for the island and sets forth the vision for the future of Hawaii.
“Kinetic Branding was able to communicate our vision and commitment through their professional logo and website design.”
The new website design is simple and clean in design, using a lot of white space to highlight the beauty of the Big Island and the new "Our Hawaii – Our Future." campaign. Guy Kaniho, the General Manager of BioEnergy Hawaii desired a brand identity indicative of the company's vision for the Big Island, "Kinetic Branding was able to communicate our vision and commitment through their professional logo and website design.