Building a brand six corporations could stand behind
BioAdvantage Europe wasn't one company, it was a coalition. Scania, Shell, Yara, Lantmännen,
DB Schenker, and Avril joined forces to influence EU policy on biofuels, decarbonisation, and accelerate actions for green growth.
The challenge: create a brand credible enough for Brussels policy makers, flexible enough for six corporations with their own strict brand guidelines, and strong enough to grow its own recognition over time.
Leading the brand system for the coalition, I built everything from scratch — logo, colours, typography, editorial style, website, social media templates, campaign assets, data visualisation, and five policy paper launches. Working alongside communications teams, researchers, and project managers from each partner organisation, every asset had to work across all partner channels without overstepping a single parent brand.
Engagement doubled with each policy paper released. Downloads grew consistently. The coalition attracted new supporting partners and additional funding. And the outcome that mattered most: EU legislation supporting land recovery and tax incentives for heavy transport using biofuels.
