Rebranding to creating a more sustainable future with People, Planet and shared Prosperity as the end goal.

The Challenge

Malakoff’s heritage is of being the largest IPP in Malaysia. Most people have been unaware of the company, even as it responsibly generate much needed power for the country’s progress over the years. And neither did it need to be known.

In 2019, the company took over Alam Flora, the country’s largest waste management company.

However, the PPAs or Power Agreements are expiring by 2031. The company needed to pivot the business direction to being a more sustainable, green company – moving into renewable energy, waste to energy and waste management.

The Insight

Through a comprehensive Brand Audit of the Management, 350 employees, 600 customers/public/analysts/media reps, DIA realised that Malakoff had no baggage from the past but was perfectly poised in a unique position to deliver both renewable energy solutions and boost the circular economy. An position that no other energy company had.

Weaving this story into the logo and supergraphic design, the brand brought to life its purpose of focus on People, Planet and Prosperity through the 3 colour fins and DIA also developed the Brand architecture that introduced the 3 new business identities – Malakoff Green Solutions, Alam Flora Environmental Solutions and Malakoff Energy.

All this was woven together into a compelling brand narrative of dynamic change towards a greener future and a circular economy to enhance life and enrich communities across the globe.

DIA’s Role

DIA developed the Brand Strategy, Brand Narrative, Brand Identity, Messaging Framework for all the different stakeholders and orchestrated the launch of the brand from the concept to the coordination, PR advisory, design, launch materials, – including door gift, media invites,gallery walk content, etc.