Onyx Renewables: Leading the Shift to Clean Energy

Onyx Renewables was launched by Blackstone in 2014 to develop and finance commercial and industrial (C&I) distributed solar generation. After a decade in the renewable energy industry, Onyx has established itself as an agile and trusted partner to its C&I, real estate, public sector, and military customers.

Onyx’s commitment to being on the forefront of the clean energy transition led their CEO to incorporate a wider range of decarbonization services into their customer offering. In a sea of emerging clean energy providers, she asked us to rebrand Onyx Renewables into “a simple, compelling, premium brand that no one could say no to.”

Insight: Focus on the journey to clean energy, not just the end result.

Prospective buyers are often intimidated and confused by the clean energy process, which varies by geography and is constantly evolving. Our research uncovered that these prospects want more than a quality product: they want to be educated and guided to a tailored approach for their business.

The Big Creative Idea: We guide your every step toward clean energy

With agility, care, and focus. We build the bridge from today’s clean energy reality to tomorrow’s possibilities.

The brand identity

The new Onyx logo unites a sun, solar panel, and solar rays with the letters of Onyx (most prominently the O and X). It was created with growth in mind, so it could be animated and adapted as Onyx adds more clean energy offerings. Designed to have a premium feel, the full brand identity features a continuous line, symbolizing the journey to clean energy and visualizing the elements that create it (sun, wind, water). We designed all Onyx marketing materials, including the website, with custom iconography and infographics to illustrate their approach, and photography to show their team in action.

Results

The Onyx team was focused and united by a story they all were eager to tell and claim as their own.

Key Takeaways

• The Journey Is As Important As The Destination: For B2B brands with complicated buying funnels, positioning your brand as the trusted and transparent expert creates far more value than a low price.
• It’s About The People, People: The Onyx website and marketing materials make it easy to see who you’ll be working with, and the human voice reassures you of expert guidance at every step.
• Fewer, Better Brand Assets: Bold and telegraphic assets that amplify the strategy work to set the brand apart. The more distinctive the assets are, the better they stick in people’s minds. For Onyx, the logo, the continuous line, the cobalt blue color, and the custom iconography work together to make the brand stand out.

In a crowded competitive landscape, our work with Onyx Renewables is a reminder that strategic choices and a compelling story enables brands to rise above and amplify growth. If you’re considering a brand transformation, get in touch for a conversation about illuminating possibilities.