Respectful Innovation.
HS Orka had strong awareness, but limited meaning in the minds of the public. People knew the name, but were less clear on the company’s role, its distinctiveness or what made it different from other energy companies. The task was to bring the company’s strong internal identity more clearly into the market — and build a brand where innovation, responsibility and respect for nature form one coherent whole.
Results · 12 months post-launch
A familiar name, but unclear meaning.
20%
Know HS Orka fairly or very well
24%
Can state HS Orka’s primary role
16–17%
Customers who see HS Orka as unique
70%
Employees who see HS Orka as unique
01 · The challenge
A familiar name, but few knew what stood behind it.
HS Orka was highly visible as a name, but the knowledge behind that awareness was shallow. People were less clear on what the company actually did, what role it played or what set it apart. Only 20% felt they knew HS Orka fairly or very well, and only 24% could identify its primary role.
There was also a clear gap between internal identity and external perception. Employees saw HS Orka as progressive, distinctive and interesting, but that image was not reaching the public strongly enough. The task was to close that gap and build a clearer, more positive and more differentiated position.
There was also a clear gap between internal identity and external perception. Employees saw HS Orka as progressive, distinctive and interesting, but that image was not reaching the public strongly enough. The task was to close that gap and build a clearer, more positive and more differentiated position.
Trust in HS Orka
3.2/5
HS Orka had limited trust among the general public.
Metric
24%
Know HS Orka’s primary role.
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02 · Research
We looked for the gap between identity and perception.
The research combined internal review, market analysis and external research. Interviews with internal and external stakeholders, Brandr Index, workplace measures, competitive analysis and a tailored quantitative survey were brought together to understand what HS Orka is from the inside — and what the outside world sees.
Insight one
A strong internal identity was not translating externally.
Employees saw HS Orka as progressive, distinctive and interesting, while the public associated the brand far less strongly with those qualities. The gap between identity and image became one of the clearest issues to solve.
Insight two
Awareness was stronger than understanding.
People recognised the HS Orka name, but had limited understanding of the company’s role and what it did differently. Only 24% could identify its primary role.
Insight three
Innovation was the distinctiveness missing from the story.
Internal and B2B research highlighted innovation, the Resource Park and sustainability as genuine strengths. The opportunity was to make those strengths more visible and build a clearer story around them.
Testimonial
From energy producer to Respectful Innovation.
The strategy moved HS Orka from being defined primarily by energy production to a clearer idea of how the company operates and the role it wants to play. „Respectful Innovation“ became the core: innovation, responsibility and respect for nature should always move together.
That idea connected three strengths already identified in the research — innovation, sustainability and community — and gave HS Orka a clearer story about turning energy into opportunity without losing sight of the resources and communities it depends on.
That idea connected three strengths already identified in the research — innovation, sustainability and community — and gave HS Orka a clearer story about turning energy into opportunity without losing sight of the resources and communities it depends on.
04 · Identity system
The legacy became a system for the future.
The identity system builds on the familiar HS Orka mark, but sharpens it and makes it more distinctive. The mark becomes the foundation for a wider visual system where red, Icelandic landscapes, geothermal energy and the company’s infrastructure work together as one coherent expression.
The system is designed to reflect „Respectful Innovation“ through grounded colours, authentic photography, clear information design and flexible use across web, presentations, signage, workwear and industrial environments.
The system is designed to reflect „Respectful Innovation“ through grounded colours, authentic photography, clear information design and flexible use across web, presentations, signage, workwear and industrial environments.
Design principles
The mark provides the foundation for the visual system. Red acts as a clear accent colour, while the rest of the palette is drawn from nature and HS Orka’s operating environment. Photography should feel real and unfiltered, while typography, icons and data communication follow the same principles of clarity, simplicity and credibility.
06 · Results
A clearer story for a company with more to say.
The brand review resulted in a clearer position, a shared narrative and an identity system that better connect what HS Orka is internally with how the company presents itself externally. „Respectful Innovation“ became the thread running through strategy, messaging and visual expression.
Respectful Innovation — shared brand positioning
Three message pillars — Nature · Opportunity · Community
New identity system — mark, colours, typography, photography and icons
One clear voice — Confident · Optimistic · Thoughtful
One system, many touchpoints — web, social media, signage, presentations and industrial environments
Let's talk
Your brand is worth a 30-minute conversation.
Whether you want to measure where your brand stands, build a stronger strategy, or understand how you compare to the competition — it starts with a conversation. No pitch. Just an honest look at your situation and where we might help.
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