The startup that wants to save the planet.
A new name, brand strategy, and visual identity launch a one-of-a-kind startup to success.
Services
- Naming
- Brand Voice
- Positioning
- Messaging
- Corporate Narrative
- Visual Identity
- Website Design
- Collateral Design
- Brand Guidelines
- Investor Deck
Zynergy is an early-stage startup with an ambition to reverse climate change. Its unique model facilitated the financing of renewable energy projects in sectors like hydropower and wind, giving them a better shot at success.
Such projects often faced lengthy delays or even failure because there wasn’t a good mechanism to get funding.
Zynergy brings the efficiency of technology to the Rolodex-driven, outmoded world of energy finance, efficiently connecting renewable energy developers with the money they need in weeks instead of months or years.
The company faced the challenge of marketing an unprecedented business model in the very traditional finance industry. Its brand needed to resonate with developers and investors to feed its deal pipeline.
What We Learned Along the Way
Aim for the woods, not the trees.
When creating a brand that spans very different audiences, the devil really is in the details. Sometimes you have to get away from the details and boil things up to higher levels to clarify what all of the players have in common.
Go all-in on the purpose.
Crafting brand strategy requires a clear understanding of the most complex aspects of a brand. But expressing a purpose-driven brand needs an emotive approach.
Use the design system to tell the story.
Brands’ visual identities are expressed through a multitude of components, from color to typography to symbol design. While each element tells a piece of the story, the combination must unite into a cohesive system that feels true, right, and complete.
Carol Emert, Strategy DirectorZynergy inspired us from day one with its purpose, ingenuity, and smarts. This startup really is trying to change the world.”
Bringing Strategy to Life
Symbolizing the Bold Impact of Precision Matching
Zynergy’s symbol, a stylized “Z” comprised of two angular blocks meeting at a single point, illustrates their most compelling differentiator: the precise connections they create between developers and investors. It’s the perfect symbol for a bold startup that’s changing the world one precision match at a time.
A Maverick in a Traditional World
Zynergy straddles two different worlds – Bay Area startup culture and Wall Street – where they compete head-to-head with traditional investment banks. Its visual identity had to be contemporary enough to support its maverick business model and yet classic enough to play in the old-school world of finance.
Balancing Internal Purpose with External Pragmatism
For Zynergy’s founders, reversing climate change is the mission behind every action. But Zynergy’s clients are driven first and foremost by pragmatic business interests. We crafted Zynergy’s brand to make a compelling business case while remaining true to its mission-driven heart.
Brand Guidelines at a Glance
The following examples showcase core elements of the Zynergy brand – logo, color, and how these elements translate into real-world applications.
Experience that Works
A new name for the next phase of growth.
Zynergy’s former name, Repower Capital, had a neutral quality that failed to reflect their verve and ambition. Juicing up the name seemed to infuse the company with a new level of energy and a redoubled sense of purpose.
Finding the insights that bridge diverse audiences.
Zynergy’s key audiences – project developers and investors – have very different styles and needs. Through in-depth interviews, we found common ground on which to build one strong brand.
Investing in brand early.
Zynergy invested in their brand at a very early stage, gaining critical clarity on their customers, story, and approach to strategically building value. By launching strong, Zynergy set itself up for success in achieving their world-changing ambitions.
Playing to everyone’s strengths.
Successful entrepreneurs who come together to form a new venture may have different ideas about how to proceed. Brand strategy can help founders explore their differences, vet ideas, and ultimately align on one strong direction.
Recent Work
Bringing a people-centered brand into a digital-first, product-led future.
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