Life at full power.
Genesis was entering a significant new chapter, bringing Genesis, Frank Energy and Ecotricity together under one brand with a shared ambition: to help Kiwi homes and businesses get more from their energy, and more from life.
Working as an art director and designer within the wider Bastion Aotearoa team, my role was to help translate the strategic platform, Life at Full Power, into a distinctive visual identity that felt bold, playful and straightforward.
Harnessing energy
At the heart of the identity is the Sunburst, a bold expression of harnessed energy inspired by the story of Māui and Tama-nui-te-rā.
Māui did not slow the sun alone. He achieved it alongside his four brothers. That collective energy is represented by the Sunburst’s five points: one for Māui and one for each of his brothers.
The mark captures energy in motion. Its simple, angular form became both a recognisable brand symbol and an active graphic device, bringing momentum, optimism and a sense of possibility to the wider identity.
Building the visual language
My contribution focused on establishing the identity’s core visual expression. This included designing the Sunburst mark, selecting the primary typeface, developing the overall look and feel, and creating the iconographic style and supporting graphic language.
The identity pairs bright, energetic colour with direct typography, graphic simplicity and a playful sense of movement. Every element was designed to express the central idea of living with more energy, confidence and possibility.
The wider team developed the complete brand identity and wordmark, then brought the system to life across digital experiences, social content, campaigns, film, advertising, vehicles and customer communications.
One idea, fully powered
The result is a confident and unmistakably energetic identity built around one wonderfully simple idea: Life at Full Power.
It gives Genesis a unified platform for its people, customers and communications, while signalling a bold new direction for the business and its role in Aotearoa New Zealand’s energy future.
Client: Bastion Aotearoa and Genesis Energy
Role: Art direction and design
Contribution: Sunburst mark, typography, visual direction, graphic language, and iconography
Bastion team members: Danny Carson, Tom Addison, Billy Baxter, Tim Whiteman, Brendon 0’Dywer