New York State & NYU / Accelerator for a Clean and Resilient Economy (ACRE)
NYC ACRE (Accelerator for a Clean and Resilient Economy) was established through a grant from New York State to incubate startups working on innovative sustainable solutions to energy and climate challenges. Though these solutions are still frequently dismissed as underdeveloped or infeasible ACRE’s mission, with the help of NYSERDA, is to give entrepreneurs the space and resources needed to overcome these hurdles. For its initial few years what it did was all that mattered, and it did it extraordinarily well. How it presented itself, however, was less of a concern, admittedly. As New York state began to intensify its push for the development of scalable renewable energy solutions in the wake of Hurricane Sandy and an increasing tide of climate-fueled disasters ACRE became an increasingly critical piece of the puzzle, raising its profile. In response we were approached by NYC ACRE to professionalize the incubator’s brand and identity, from end to end.
First, we shortened NYC ACRE to ACRE, to reflect a broader geographic mission beyond the borders of the city that houses the accelerator. The new ACRE brand speaks about itself in disciplined terms that position renewable energy not as an alternative, but an inevitable and imminent progression, and avoids over-commercialized and divisive language in favor of a story that places sustainable and renewable solutions into the continuum of American energy innovation. The identity is built on a few principle concepts First, its shape is the A based on drawings of physically impossible structures is meant to tell the story of the impossible made reality. In the spirit of renewable, or “circular” systems the three A mark is fashioned into an infinitely repeating structure. Second, in renewable and sustainable quarters frequently the color green is used to in brands indicate an “earth-friendly” option. However, it’s near ubiquitous presence can render it ineffective and paint those who employ it as “greenwashers.” Regardless, green, as a concept, maintains its validity. The ACRE palette, comprised of a rich combination of yellow and blue, is the color equation that makes green possible, which tells the story of ACRE as an incubator for the renewable solutions of the future.
The revitalized ACRE brand was introduced to critical acclaim in concert with the unveiling of NYC's Urban Future Lab, the facility where ACRE is now housed, garnering local, national and international press.
Post-rebrand, ACRE increased its visibility exponentially. The new face was credited as an instrumental component of ACRE's strategy, attracting both a raft of new applicant companies and a sharp uptick in attention from investors. This ultimately led to a flood of investment in ACRE companies, which kickstarted a virtuous cycle of quality applications and investment that continues today.
New York State & NYU / Accelerator for a Clean and Resilient Economy (ACRE)
NYC ACRE (Accelerator for a Clean and Resilient Economy) was established through a grant from New York State to incubate startups working on innovative sustainable solutions to energy and climate challenges. Though these solutions are still frequently dismissed as underdeveloped or infeasible ACRE’s mission, with the help of NYSERDA, is to give entrepreneurs the space and resources needed to overcome these hurdles. For its initial few years what it did was all that mattered, and it did it extraordinarily well. How it presented itself, however, was less of a concern, admittedly. As New York state began to intensify its push for the development of scalable renewable energy solutions in the wake of Hurricane Sandy and an increasing tide of climate-fueled disasters ACRE became an increasingly critical piece of the puzzle, raising its profile. In response we were approached by NYC ACRE to professionalize the incubator’s brand and identity, from end to end.
First, we shortened NYC ACRE to ACRE, to reflect a broader geographic mission beyond the borders of the city that houses the accelerator. The new ACRE brand speaks about itself in disciplined terms that position renewable energy not as an alternative, but an inevitable and imminent progression, and avoids over-commercialized and divisive language in favor of a story that places sustainable and renewable solutions into the continuum of American energy innovation. The identity is built on a few principle concepts First, its shape is the A based on drawings of physically impossible structures is meant to tell the story of the impossible made reality. In the spirit of renewable, or “circular” systems the three A mark is fashioned into an infinitely repeating structure. Second, in renewable and sustainable quarters frequently the color green is used to in brands indicate an “earth-friendly” option. However, it’s near ubiquitous presence can render it ineffective and paint those who employ it as “greenwashers.” Regardless, green, as a concept, maintains its validity. The ACRE palette, comprised of a rich combination of yellow and blue, is the color equation that makes green possible, which tells the story of ACRE as an incubator for the renewable solutions of the future.
The revitalized ACRE brand was introduced to critical acclaim in concert with the unveiling of NYC's Urban Future Lab, the facility where ACRE is now housed, garnering local, national and international press.
Post-rebrand, ACRE increased its visibility exponentially. The new face was credited as an instrumental component of ACRE's strategy, attracting both a raft of new applicant companies and a sharp uptick in attention from investors. This ultimately led to a flood of investment in ACRE companies, which kickstarted a virtuous cycle of quality applications and investment that continues today.
