Mocean Energy

Finding the heart of a wave energy brand

I designed and ran four in-person workshops, backed by stakeholder interviews and competitor research, to turn Mocean Energy’s purpose, audience insight and identity into a brand strategy and messaging guide.

Mocean Energy’s yellow Blue X wave energy device operating at sea

Client: Mocean Energy
Sector: Renewable energy: wave energy technology
Services: Workshop facilitation, stakeholder interviews, competitor research, brand strategy, positioning and messaging

The challenge

The work centred on four connected questions: why Mocean exists, where it sits in its wider ecosystem, who it needs to reach and how its brand should come across. Those answers needed to fit together, rather than remain separate conversations about purpose, customers and identity.

My role was to guide that exploration and turn it into a practical strategy, using stakeholder interviews and competitor research alongside the team’s own insight.

What I did

Purpose and theory of change. The first workshop explored why Mocean exists and the change it wants to make. This gave the later work on audiences, positioning and identity a shared starting point.
Ecosystem and customer segments. I mapped the wider ecosystem with the team and explored ideal customer segments, connecting the organisation’s purpose to the people and relationships that matter to it.
Personas and positioning. The third workshop brought together customer personas, positioning and the value proposition: who Mocean is for, what it offers them and how to explain its value.
Story and personality. The fourth workshop explored the brand story, look, feel and personality, bringing its strategic direction and the way it presents itself into the same conversation.
Research and synthesis. Stakeholder interviews and competitor research supported the workshop findings. I brought these strands together in a brand strategy and messaging guide to steer the team’s brand decisions.

Inside the project

The Mocean Energy website shown in a desktop browser window — The Mocean Energy website, on desktop

Mocean Energy deck cover slide: Ocean-Scale Clean Compute over a view of Earth from space — Deck cover

A wall of sticky notes from a workshop, grouped into a theory of change — Workshop output

Mocean Energy deck slide showing the yellow wave energy device at sea — Deck slide: the technology at sea

What changed

Four in-person workshops connected purpose, ecosystem, customers and identity in one structured exploration.
A brand strategy grounded in team insight, stakeholder interviews and competitor research.
A messaging guide that brings the brand story, positioning and value proposition together for future brand decisions.

Deliverables

4 in-person brand strategy workshops
purpose and theory of change
ecosystem mapping
ideal customer segments and personas
positioning and value proposition
brand story and personality
stakeholder interviews
competitor research
brand strategy and messaging guide

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