Sustainable brand power

Greatmoor marks a revolution in waste management for Buckinghamshire.

This new Energy from Waste facility is a partnership between FCC Environment and Buckinghamshire County Council. The largest of its kind in the UK, it thermally treats household and commercial waste, that would have otherwise have gone into landfill sites, creating enough power for 36,000 homes.

The task

We were asked to create a confident, positive, premium brand identity and image for Greatmoor, that demonstrated the 30 year partnership between FCC and BCC.

The solution needed to encapsulate the benefits for the environment, economy and community. It had to overcome any negative perceptions of EFW plants, and position Greatmoor as a leading Energy From Waste facility and the jewel in the crown for Buckinghamshire.

An important consideration was the ability to work in harmony with both FCC and BCC’s existing brand styles.


Our approach

We were instrumental in agreeing the name of the plant as Greatmoor, named after its location on Greatmoor Road. The name is positive, authentic and memorable.

We knew there would be objections to a large power station being built in Buckinghamshire, so we wanted the branding to celebrate the striking architecture and the way it had been designed to sit within the Chiltern landscape. We explored a range of illustrative styles from pictograms to 3D projections.

The outcomes

The finished brand identity uses a colour palette featuring the striking cladding colours of the plant together with a core brand colour from both FCC and BCC.

This helped to unify both brand partners while creating an ownable Greatmoor brand.

The branding has successfully been applied to signage, vehicles, interior displays and in video. The website provides information for range of audiences, welcoming schools and businesses to visit.

The aim is to inspire people, spreading the message of recycling and renewable energy. A bespoke infographic style helps communicate the key facts and benefits.