Active Utilities | Work

The Brief

Develop a new brand identity for leading Australian utility provider, Active.

With new ownership, strong growth and an ambitious vision, Active was seeking to refresh its brand identity to take it into a new era.

Through a process of discovery, we uncovered that Active’s tailored, fair, sustainable and cost effective utility solutions for multi-tenant residential and commercial buildings, including electricity, water and air, are essential to the communities who rely on them. We also found that Active’s focus on relationships is a key ingredient to their success.

While the services themselves are fundamental and practical, the options provided by Active and the life they bring to communities make them exceptional.

The brand messaging focussed on these unique attributes, with the key statement ‘Connecting Communities’ speaking to both the practical nature of the services Active offers, as well as the important role it plays in facilitating relationships in the places people live, work and socialise.

Services Provided

Brand Strategy & Identity, Design & Motion Graphics, Websites

The refreshed Active logotype evolves the previous logo with custom-drawn letters, softened for a modern, forward-looking identity. Geometric forms evoke movement, bold shapes convey confidence, and refined negative space adds sophistication—reflecting a dynamic, connected brand.

The newly introduced Active symbol complements the refreshed logo as a dynamic visual device, evoking movement, energy, and continuous flow. Subtly reflecting progress, sustainability, and the harmony of technology and nature, it embodies the brand’s commitment to a greener, more connected future.

The evolved colour palette transforms the original orange gradient into a vibrant, organic expression of the sun’s energy, while a bold Forest Green replaces navy, evoking growth, confidence, and sustainability. Fresh greens and calming neutrals round out the palette, delivering balance, versatility, and a contemporary edge.