Sync Energy: Branding, Logos & More - Case Study

Branding & Design

How do you unify multiple brands under one cohesive identity while catering to diverse audiences and goals? You turn to a UK branding agency like Brew.

Tasked with repositioning Sync Energy towards a sustainable future, we crafted a bold new creative direction, visual language, and logo — ensuring brand cohesion at a business group level while staying true to its mission of helping people harness power sustainably, every day.

Let's sync up

Project achievements

Countries reached with the new brand identity80+

Refocusing a workforce of1,500+

Modernising a brand aged 80+

Brief

What started as a request for minor logo edits quickly revealed a much bigger opportunity. A brand discovery call later, and we uncovered the need for a full group-wide repositioning — one that put sustainability at the forefront. Sync Energy, as a key part of this evolution, needed to reflect this bold new direction.

Luceco, the parent company, had ambitious goals: to create visual alignment across all its brands for stronger recognition and consistency.

How do you unify multiple sub-brands under one cohesive identity — without overhauling everything at once?

Strategy

Our first challenge was refining the name — working with our agency partners, Brookes & Co, to simplify it from British General Sync EV. This was the first step in laying the foundation for a clearer, more impactful brand identity.

To establish cohesion across the Luceco Group, we aligned brand strategy, ensuring each sub-brand reflected the Group’s mission of enabling positive change — making sustainability effortless, like flicking a light switch or charging a car.

The goal? A future-focused identity that embraced innovation without leaning into eco-based clichés.

“Charged up sustainability everyday.” written over Sync Energy’s unique new line-based design pattern.

Visual approach

Once the strategy was locked in, our research explored “Field Line Theory,” a scientific concept illustrating how energy moves. In turn, this inspired a scalable design system with a dynamic, line-based visual language at the head, symbolising the positive energy transfer.

This, when paired with a flexible, yet structured, colour framework and a unified typography system constructed an adaptable identity across the group and all sub-brands.

With it’s new name, Sync Energy, we needed to design a new logo. Formed from an abstract ‘S’ using the negative space of a charging connection symbol, with even a little superhero inspiration, we wanted to show off the new focus.

An example of the new branding as seen on a mock-up the Sync Energy website.

Solution

Great branding is ever present — shaping perception, building trust, and what our team has created is now empowering people to live in a more sustainable world.

We partnered to create:

• Cohesive Group-level visual strategy
• Recognisable brand identity and logo
• Custom “Field Line” creator tool
• Marketing videos to reveal the new direction
• Concepts for product launches
• Brand guidelines for consistency

But, if you’ve seen our Social Media Training case study, you already know that we have no problem supporting businesses with multiple brands or locations - that’s what makes us one of the best branding agencies in the UK.

What our clients say

Gareth Yeomans & Rob Stuart-Walker

Sync Energy

[Our logo] was a little bit like your first car: It gets you from A to B, but it’s time for an upgrade… We knew it was time for something bigger, better, and a lot more stylish.

So, with that… it gives me great pleasure to announce our next chapter: Sync Energy. Now that’s a logo.

It’s sleek, it’s modern, it’s not two logos mashed together like a weird sandwich. And it represents where we’re going; the unified, fluid brand that’s all about sustainable energy solutions.

Need to get your brands in sync?

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Recharging Sync Energy’s brand identity for a sustainable future