Refresh. Rejuvenate. Rebrand!
Your brand is the differentiator that can take your business to new heights … or let it get lost in the crowd. As the symbol of your personality and your promise, a brand can stimulate public trust, invite investment, motivate stakeholders and attract talent. But industries aren’t static, and your brand must align with evolving trends and organizational growth.
CANDU Owners Group
We all know that a brand is far more than a name and logo. It tells your story to your clients, instills pride in your staff, and connects with the people you want to reach.
CANDU Owners Group (COG) recognized the need to amplify the power of their purpose: building on a 40-year legacy of service to propel a future of progress. COG’s unique model of ‘Excellence Through Collaboration’ has achieved remarkable success over its four decades, leveraging the collective experience of members and stakeholders around the world to bring the benefits of Canada’s CANDU technology to their communities.
With the escalating global demand for clean nuclear energy, the time was right to showcase their modernized systems and expanded vision. COG was eager to apply their existing expertise to emerging technologies such as small modular reactors and other developments, and they called on Big Red Oak to collaborate on a rebranding program.
Strategy Before Execution
The project was challenging and complex. For one thing, as an international not-for-profit association, there were numerous voices to be heard across the industry spectrum, including nuclear utilities, suppliers, regulators, government agencies and energy professionals. We set up multiple focus groups, gaining the perspectives of members, participants, directors and employees.
With our advantage of familiarity with COG and the industry, we undertook a full audit, analyzing objectives, researching competitors, and identifying diverse audiences. Our data was put into the mix for preliminary ideation on a new direction driving innovation and excellence in the energy transformation. We heard our client’s commitment to advancing best practices in operations, safety and project management beyond CANDU technologies; and we were excited to help them secure their place as the world’s most trusted nuclear collaboration hub.
From Concept to Launch
Now the rubber was hitting the road, and we kicked into high gear to launch the revitalized brand at the Canadian Nuclear Association’s annual conference in April, 2025.
First, the name. We aimed for something distinct from the acronyms frequently used in the energy industry. Our designer took our client’s pulse: opt for a conservative approach or venture outside of the box. We labelled the options mild, medium and spicy; and found that COG was ready for a dynamic change, settling on ‘Conexus.’ So what does ‘Conexus’ mean? It’s a made-up word, rooted in the values of collaboration and connection, with nexus as the central point of place tying the synergies together.
We wanted a clean aesthetic visual identity and a clear, professional tone to appeal to both technical and general audiences. Bold with the name and bold with the logo, we developed a sleek, modern design with three main features: ‘C’ for their first letter, a series of circular points symbolizing connection and collaboration, and the suggestion of a nuclear reactor face. The colour palette uses four primary colours: forest green, midnight blue, electric blue and arctic white; while the updated typography and graphics signal energy and a collaborative spirit.
The verbal identity carries a powerful emotional impact, positioning Conexus as a strong global player that fosters loyalty and sustainability, builds meaningful bonds, and shapes the future of nuclear energy with innovative research and cutting-edge technologies.
Ready for Rollout … and Beyond
We armed Conexus with materials to share their story: a redesigned brochure, PowerPoint and social media templates, website reboot, graphics and icons supported by brand guidelines, and a short video. Interactive sessions introduced the employees to the assets, and social media and email campaigns teased the CNA conference launch. The newly branded Conexus exhibit booth was a popular destination, with invitations issued, photography and videography lined up, and glasses filled for a celebratory toast.
The synergy that characterizes Conexus is echoed in its relationship with Big Red Oak, as we worked together step-by-step throughout the project, sharing great ideas with each other. Rachna Clavero, the President and CEO, expressed her appreciation:
"Big Red Oak played a pivotal role in the rebranding of the CANDU Owners Group, demonstrating a strong understanding of the nuclear industry's particular complexities and stakeholder landscape. Their ability to blend strategic creativity with marketing expertise was evident throughout the project. They developed a comprehensive rebranding strategy that effectively communicated our organization's value and mission to a wide range of stakeholders.”
Big Red Oak is the go-to team for B2B brand strategy and execution. We understand how the clean energy industry works and what each player needs to stand out. We’d be happy to discuss how we can help you put your best foot forward with a brand that captures the imagination and showcases your personality.
Connect with Big Red Oak today to talk about how you can transform your brand.
Check out the full case study of our work with Conexus here.