Attentive Energy: Powering a Sustainable Vision

Attentive Energy is a newly launched venture developing offshore wind farms that will provide the United States with affordable energy and drive the country's energy independence.



North Street was engaged to develop a name and brand that reflect a collaborative, inclusive vision for the clean energy economy, one that benefits local communities and advances a sustainable future. The first step in crafting the name — Attentive Energy — establishes that the venture is uniquely attuned to the essential issues of worker safety, community relations, and environmental care. The resulting visual identity reinforces this effort, helping the company more successfully engage the community, government, and corporate audiences in building out its ambitious vision.



The Attentive logomark is inspired by the initiative’s forward-thinking and community-minded ethos. The distinct yet overlapping shapes represent convergence and collaboration, forward motion, and wind flow. Attentive Energy’s identity is positive and energetic. Expressive shapes that suggest wind currents and upward motion act as both framing devices and embellishments.



Attentive Energy is one of only six companies to secure a federal offshore wind lease as part of the Biden administration’s renewable energy initiative. The administration is aiming to develop 30,000 megawatts of offshore wind power by 2030.



Attentive Energy is committed to delivering a community-first approach. This includes active outreach to neighboring coastal communities and developing an inclusive workforce. With plans to develop more than 131 square miles of ocean off the coasts of New York and New Jersey, the project represents a profound economic opportunity that will benefit local communities for years to come.



Our Role:

Naming, Positioning, Logo + Visual Identity, Messaging, Marketing Collateral, Website