Clean Energy AI Infrastructure

the Problem

BEC isn’t your typical digital startup—they operate in a space that requires significant physical infrastructure to serve their clients. But they also understand that standing out as a professional leader in the clean energy-as-a-service space means it’s time for a brand overhaul.

Sath Ganesarajah, the Founder and CEO of BEC, firmly believes that clean energy is the future. With industries like AI and cryptocurrency becoming increasingly computation-heavy, the demand for renewable energy solutions has never been more critical. BEC’s vision is ambitious: to build a global portfolio of clean power assets and contracts, while creating a team capable of converting that power into diverse forms of computing capacity.

The challenge? Their branding and website weren’t keeping up with that vision. Their logo was designed on Canva, and the website was a basic Mailchimp template. To position BEC as a leader in their industry, they needed a scalable, timeless design that would reflect their bold ambitions and stay relevant for at least the next three years.

the Challenge

BEC approached us with a bold vision: to lead the clean energy-as-a-service market while maintaining a grounded yet forward-thinking identity. As a company requiring significant physical infrastructure, they recognized the need for a digital-first presence that aligned with their ambitions.

However, their existing brand presented a number of challenges. Tight timelines, driven by an upcoming investment round, added urgency to the project. Their branding was overly simplistic—a Canva-designed logo paired with a Mailchimp template website—and lacked the sophistication and scalability they needed to resonate with global stakeholders.

the Solution

At Neue World, we started by reimagining BEC’s brand strategy from the ground up. Understanding their mission to build a global portfolio of clean energy assets and transform this power into computing capacity, we designed an identity that matched the scale of their vision.

We presented two initial design directions: one minimalist with blue tones, black-and-white contrasts, and clean imagery, and another vibrant and bold, incorporating renewable energy visuals, nature-inspired elements, and a pixel-blur effect. Despite the initial preference for blue tones, BEC trusted our creative instincts and chose the vibrant direction—a decision they described as “game-changing.”

Design simplicity, ironically, was one of the most complex parts of the brief. The challenge was to create a timeless identity that wouldn’t require frequent updates but still stood out subtly in the clean energy sector. We also had to strike a delicate balance: making BEC distinctive without feeling too loud or disruptive.

The branding itself presented unique design hurdles. Developing a memorable logo for a two-letter company name, “BE,” required meticulous attention to detail. From exploring negative space to integrating abstract patterns and energy-related motifs, every iteration needed to reflect their ethos of “adding value” rather than disrupting the industry. The deliverables were extensive, requiring us to package everything into a cohesive, organized structure while staying true to the timeline.

The “+” symbolized their commitment to adding value to existing resources rather than disrupting the industry. It encapsulated their mission to enhance renewable energy solutions while maintaining harmony with nature. The design resonated deeply with BEC, aligning perfectly with their brand philosophy.