Iqony
Turning upside down
When Tradition Holds Back Transformation
STEAG (Steinkohle-Elektrizitäts-AG) is a cornerstone of the German energy sector. At the Essen location, they are proud of their heritage, but also of the successes achieved by the sustainable energy division since the Federal Republic of Germany’s coal phase-out. In preparation for an upcoming sale process, a new “green” STEAG is to be established. It was quickly agreed that this could only lead to success with a radical step. And a new name was needed.
Shaping the future, preserving our heritage
From the very beginning, the focus was on creating a branding and communications strategy that defied expectations of the company, the industry, and the broader context. The central narrative was: The energy transition is achievable. This is reflected in the corporate design, the campaign, and all other accompanying touchpoints. Another key element was a comprehensive internal communications initiative designed to spark conversations across all locations.
Reliable Change
Thanks in part to this compelling presentation—which served not only as a showcase for the brand but also as an ambassador for STEAG’s spirit of transformation—the sale was completed more quickly. Moreover, the entire group was preserved and now operates under the name Steag Iqony, demonstrating that the energy transition can succeed, particularly through the integration of fossil and renewable technologies.
Hello Iqony
As part of an inclusive development approach, employees and managers were actively involved from the very beginning. This process ensured that the new brand was authentically embodied from day one. This was also the case with the external and internal campaign for the launch of Iqony, which loudly proclaimed the transformation both internally and externally at the Essen location.
When identity inspires and moves
From employer branding and trade show booths to a digital brand portal: Together, we brought the brand to life at every touchpoint. The design made such a strong impression that even the umbrella brand STEAG adopted and adapted it.
“Together with Strichpunkt, we have developed a new, unified brand identity for the established and market-proven growth business of the former STEAG, enabling the individual business units to operate even more successfully in the future thanks to a new, unified market presence.”
Christoph Dollhausen
Head of Corporate Communications and Marketing, STEAG
