Connecticut Green Bank

Accelerating the growth of green energy

Challenge/Opportunity

Every year, Association For Creative Industries (formerly Craft & Hobby Association) produces a trade show to bring together the community to conduct business. This event is a key revenue generator for the Association. But, with the shifting creative products climate and declining tradeshow trends, AFCI has seen a decrease in attendees, exhibitors and sponsorships. The tradeshow was not offering attendees the excitement or business opportunities that they were looking for.

Association For Creative Industries approached Verse Group to help reframe the perceptions of the annual trade show to make it more relevant, more exciting and increase both participation and revenue.

Strategy

Connecticut Green Bank (formerly CEFIA), is the nation’s first green bank, a quasi-government agency that uses public dollars to attract private investment in order to support their mission: to accelerate the growth of green energy. They offer programs that make green energy accessible and affordable for three main areas of the Connecticut community: residential, commercial and government.

But, as the first green bank, they needed to define that term. As they transitioned into their new name, they needed clear language and an accessible visual style to talk about who they are and what they do, in order to more effectively communicate their programs and ultimately drive adoption.

Connecticut Green Bank came to Verse Group to help them reintroduce themselves with a new identity. The new branding would help internally align them and shape the overall direction of their marketing. It would also give them an identity that is at once distinctive and engaging, while effectively able exist along side other state organizations and local programs.

Deliverables

Brand strategy
– Research
– Brand story
– Brand architecture
Logo and visual identity system
Marketing communications
Brand and messaging guidelines
Website design
Collateral materials

Results

Since its launch in 2015, Connecticut Green Bank has embraced their new identity, and has successfully reached a milestone of $1billion deployed. Since 2015, they have helped thousands of houses in Connecticut adopt green energy, reduced greenhouse emissions and created thousands of jobs across the state.