Minnesotans for an Energy-Efficient Economy (ME3), an environmental lobbying and legal advocacy group based out of St. Paul, Minnesota, needed a new name. Many people couldn’t remember what the group’s acronym stood for, including some of ME3’s own employees and key members of the media. The new name needed to speak to the vision and goals of the organization, which included promoting renewable energy. It also needed to stand out from a crowd of other alphabet soup, environmental group acronym names.
“Fresh Energy” put a new spin on renewable energy, bringing lots of positive associations immediately to the table. “Fresh” equated to good for you, good for the environment and good for the economy. It also lended itself to some very appealing, inviting graphics and visual associations.
“Fresh Energy” quickly captured the attention of legislators and the general public, and the organization continues to transform the way that Minnesota thinks about energy and sustainability.