Customer Project
PROJECT
LEAG is one of Germany's largest energy companies and is undergoing one of the most significant transformations in the industry. The company is evolving from a lignite-based power producer into a provider of climate-neutral energy, energy storage, and infrastructure solutions.
The objective of the project was not only to define this transformation strategically, but also to translate it into a credible new brand identity and a consistent corporate design that visibly reflects the company's future direction.
CHALLENGE
The greatest challenge was to reposition a brand that had been closely associated with lignite for decades. At the same time, LEAG needed to preserve its responsibility for energy security, the region, and its employees while establishing itself as a modern, innovative energy company. The new brand had to inspire confidence among policymakers, investors, customers, employees, and the public alike, while making the company's transformation visible in a credible and compelling way.
STRATEGIC INSIGHT
The brand development process revealed that LEAG's true strength does not lie in any single form of energy, but in its ability to ensure Germany's long-term energy supply in a reliable and responsible way.
Insights gained from interviews and workshops led to a brand positioning that combines responsibility, energy security, innovation, and a clear commitment to the transition toward renewable energy. The goal was to create a brand that appears more modern, internationally minded, innovative, environmentally conscious, and agile—while preserving its regional roots and deep technical expertise.
SOLUTION
Based on this strategy, UNICORN developed a completely new brand identity together with a holistic corporate design system. This included:
- Development of a future-oriented brand positioning
- Definition of the company's purpose, Golden Circle, and brand personality
- Strategic analysis of the competitive landscape and market environment
- Creation of a distinctive visual identity that expresses transformation, progress, and responsibility
- Development of a new visual language as the central element of the brand experience. Instead of relying on conventional imagery of power plants and industrial facilities, a new visual world was created that intelligently connects people, landscapes, infrastructure, and sustainable energy. This imagery makes LEAG's transformation emotionally tangible and translates the company's strategic transition into compelling visual stories.
- Design of a flexible corporate design system, including logo architecture, sub-brands, color palette, typography, and key visuals
- Development of a consistent design framework for all physical and digital touchpoints, ensuring that LEAG's transformation is communicated clearly and consistently across every brand interaction.
IMPACT
With its new brand strategy, LEAG has gained an identity that credibly reflects the company's profound transformation. A traditional energy provider has evolved into a modern brand for the energy world of tomorrow. A defining element of this transformation is the newly developed visual language. It deliberately moves away from the familiar imagery of lignite mining and conventional power generation, replacing it with a visual world centered on renewable energy, innovation, infrastructure, natural landscapes, and—most importantly—the people driving the transformation. Rather than simply illustrating change, the imagery makes it tangible, emotionally engaging, and accessible to all stakeholder groups.
The new corporate design creates a consistent brand experience across every communication channel, reinforcing LEAG's position as an innovative, responsible, and future-oriented energy partner. Every visual element has been designed to make the company's strategic transformation immediately recognizable, ensuring that the new direction is experienced consistently across all physical and digital touchpoints. The visual language is therefore far more than a design element—it is a strategic communication tool. It translates LEAG's transformation into compelling visual narratives, making the company's future vision not only visible, but emotionally meaningful and instantly recognizable.
Your Contacts for the LEAG Project
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