Work
Design innovation to establish a brand strategy—and a new name—to enable global growth
Climateworks Centre
In Brief
In Detail
Challenge
Having rapidly scaled its operations and employment growth in this decade of urgent climate action, Climateworks Centre (Climateworks) recognised gaps in organisational and communications strategy which were preventing uniformity and global expansion. Climateworks needed a revised foundation, positioning and brand to unite internally; with relativity to external needs and perceptions as well as the complex and ever changing environment in which the organisation operates.
Outcomes
Up to date evaluation of the current state of the brand with reference to the wider landscape of comparable organisations Internal and external understanding of the needs of the organisation and brand Secured endorsement for a positioning strategy and new brand name reflective of the scope and scale of action required to achieve their mission A unifying set of brand values, embedded into the organisation as a crucial tool for sustained global growth and impact
How it was done
Engagement with industry and government across Australia and Southeast Asia to develop a comprehensive understanding of external needs and perceptions and the landscape in which Climateworks operates Numerous co-design initiatives with internal and external stakeholders to iteratively develop a new set of brand values, align on shared beliefs with large stakeholder cohorts and move the organisation and brand forward Evidence to support the new brand strategy and foundation and other recommendations
Climateworks Centre (previously Climateworks Australia) is an independent not for profit that leads the conversation on decarbonisation in the Asia-Pacific and advises senior decision-makers on net zero pathways and climate transitions for industry. To unlock global growth Climateworks engaged Prime Motive to facilitate alignment amongst internal and external stakeholders on its positioning, define a compelling brand foundation and brand strategy which the Board could endorse to position the organisation for future and global growth.
Evaluating the landscape in which Climateworks creates impact and the current state of the brand
Climateworks' external partners in industry and government across Australia and Southeast Asia were engaged to to identify external needs and perceptions. To evaluate the brand we worked with 25 executive, board, and senior stakeholders to evaluate the brand across six key contexts; and conducted an extensive landscape review, including quantifiable analysis of over 20 comparable organisations. Recommendations for the most impactful areas of improvement were made culminating from the integration of external and internal perspectives.
Co-design, evidence and organisational strategy to move forward
We clarified value proposition statements, points of difference and language and co-designed a new set of brand values with stakeholders to align shared beliefs. The need to build support for a new brand foundation and strategy became apparent and we compiled findings and recommendations based on prior research and evidence, aligned with organisational strategy and direction.
Kulja CoulstonCommunications Lead, Climateworks CentreIt's been a pleasure working with the team at Prime Motive who steered us through our positioning work in a way that has been deeply engaging and strategic. Prime Motive are reliable, creative, data-driven and a joy to collaborate with.”
Forming the new brand foundation, strategy and name
Work worked closely with the Communications team to iterate our rich context and learnings into a brand foundation and onward to a new brand strategy. Leveraging a strategic choices framework we identified six possible ways to align organisational strategy and external needs and perceptions, mapping key benefits and detriments to impacted groups. We narrowed choices down based on the desired key benefits and it was here that the updated brand name first surfaced.
An integrated outcome
The new brand foundation, strategy and name — Climateworks Centre — was endorsed for implementation, and representative of the input of over 70 Climateworks contributors, senior leadership and key stakeholders globally. As the Climateworks team turned their attention to implementation, they did so with certainty that the choice they had made was the right one for Climateworks and it’s partners, clients and external stakeholders. The outcome removes a key growth barrier to achieving organisational strategy, as they work to achieve net-zero emissions pathways.
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