ITM Power Rebrand
Brand 360 Applications
Perception
Culture
Operations
ITM Power partnered with us to redefine its brand identity. Together, we realigned its visual and verbal expression to better communicate its ambitious vision.
As a pioneering force in the hydrogen sector, ITM Power (LON: ITM) faced a crucial moment of transformation. Following significant growth and change within the business and industry, they needed a brand that would better align to their ambitions. Their product was very well-known, so we wanted to help raise the visibility of the brand as a whole.
The project began in 2023 with one of the most rigorous discovery phases we've undertaken. Over 152 hours of desktop research, 80 hours of on-site observation, more than 50 interviews held across suppliers, customers, and senior leadership, and an employee survey completed by 119 respondents ensured every voice in the business was heard and every perspective properly considered.
Research was further strengthened by the use of AI to understand ITM Power's prominence within the green energy industry. By running an image generation model against green energy prompts, we were able to assess how the existing brand was being represented and perceived at scale. The results were revealing as ITM Power's brand appeared prominently in industry visualisations, confirming that the business held significant authority and recognition in the market.
That insight directly shaped our creative direction. Rather than moving too far from the existing identity, we evolved it, protecting the trust and credibility already established while bringing the confidence and clarity the business needed to grow.
From this foundation, creative concepts were developed to help stakeholders visualise the updated identity, and ensure that the brand worked across all relevant channels.
Working closely with key stakeholders, we were able to select the best direction and evolve it into a complete visual identity refresh.
Comprehensive guidelines for internal and supplier use were created, and the refreshed brand was rolled out across employees in 2024.
The website, marketing collateral and other key communications were updated in line with the new branding for consistency and clarity shortly after.
We continue to work with ITM as a trusted brand partner of six years.
They’re a highly creative team who are invested in our business and are brimming with ideas to help propel our business forwards.
Sharon Poulter
Head of Marketing, ITM
FAQs.
The key is continuity. This is achieved by ensuring enough visual and strategic consistency remains so that investors recognise and trust the business while experiencing a brand that feels more confident and forward-looking. For a listed company, timing, stakeholder communication, and regulatory considerations all factor into the rollout plan, and we work closely with internal teams to ensure the transition is managed with care. A well-executed rebrand should strengthen investor confidence, not unsettle it.
A refresh updates the surface such as colour palette, typography, or logo but keeps the strategic foundations intact. A full rebrand goes deeper, revisiting positioning, values, and narrative before any creative work begins. The right choice depends on whether the issue is visual or strategic. If the brand no longer reflects what the business has become, a refresh won't be enough.
We build broad input into the process from the outset using workshops, interviews, and surveys that capture perspectives from across the business, not just the boardroom. For ITM Power, that meant engaging teams at every level to ensure the new brand felt authentic and inclusive rather than imposed from above. The goal is always a brand that the whole organisation feels proud to get behind.
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