THE CHALLENGE
Connecticut Green Bank pioneered an entirely new concept – the nation’s first green bank – but being first meant they had to educate multiple audiences about what a “green bank” even was. Residents needed affordable clean energy financing, contractors wanted reliable project funding, and investors required proof that green finance could deliver returns. Each audience had different needs, different languages, and different decision-making processes, yet they all needed to understand and trust this revolutionary approach to climate finance.
THE SOLUTION
We created a sophisticated brand architecture that spoke to each audience in their own language while maintaining unified authority as America’s green finance pioneer. Rather than trying to explain what a green bank does, we demonstrated what it makes possible: homeowners getting solar panels with no upfront costs, contractors building thriving clean energy businesses, and investors generating returns while accelerating the clean economy. Our comprehensive brand system included distinct sub-brands for different business units, each with tailored messaging and visual identity, supported by detailed guidelines that ensured consistent execution across all channels. The result: a brand ecosystem that established Connecticut Green Bank as the definitive model for green finance nationwide, inspiring similar institutions across the country.
