World Biogas Association

Imagining a new tomorrow

We spent time with the leaders of WBA, asking them about their vision for the organisation – and for what they believe the promise of Biogas is for the wider world. We wanted to ensure the refreshed brand captured the essence of the organisation itself, the diversity of its membership base, as well as the potential of renewable energy for our future.

The WBA team painted a picture for us of where they wanted to go, reflected in these three words:

Positive | Hopeful | Energetic

At the same time, they were clear about the territory we needed to avoid – the potential pitfalls of their industry:

Hippish | Naïve | Unprofessional

It served as the basis for revitalising their strapline - shifting away from a perfunctory to a more aspirational message that captured the energy and excitement around this burgeoning industry: Making Biogas Happen.

Cultivating a new look

We knew we had to take the logo and colour palette of the brand in a totally new direction. We quickly settled on a bright colour palette that felt positive and also reflected the diverse nature of the industry (and WBA members).

Next we looked to create a simple marque that could be used within the logo itself to give it definition and ownability. We settled on the ‘moving pumps’ – a subtle nod to the process of anaerobic digestion but most importantly a means of creating energy and a sense of movement within the logo.

The thin, uncomplicated typeface was chosen to convey a sense of professionalism without feeling too bold or corporate.

Finally, we looked at moving the photography away from feeling very literal and process-focused (not particularly inspiring) to a photographic rationale that looked to incorporate more aspirational agriculture shots that conveyed more of the industry’s respect for nature and its ways. This included incorporating a gradient over the top of lead images, allowing the new identity a greater sense of ownership over the photography being used.

Onwards and upwards

The refreshed brand was launched at the annual World Biogas Expo in Birmingham to much praise from members and the wider biogas community.

Off the back of this work we were asked to refresh the look and feel for the Expo brand – updating the identity to reflect that of the member organisations (vibrant, bold and future-facing) and bringing this identity to life through a range of promotional materials.

Our work has laid the foundations not only for WBA to continue to grow, but for the biogas industry as a whole to take its place within the global renewable energy revolution.