Capturing a renewed energy


We defined and articulated a meaningful brand  for Suncor Energy – one that is true to its people and unites them around a shared sense of purpose.

suncor sign, branding, identity, posters, internal engagement

Our client

Suncor Energy is North America’s 5th largest energy company with over 14,000 employees.  In fact it’s one of Canada’s largest companies by market capitalization.



Suncor’s 2009 merger with leading  petrol retailer, Petro Canada was part  of its development of an integrated  energy model.


Following the merger, Suncor became a much larger and complex business. Therefore they had a desire to redefine what was at their core and see what this could mean for their entire organisation and stakeholders, internally and externally.


They also wanted to leverage their commitment to sustainable business practice and environmentally responsible behaviour in the management of their reputation.



We saw the opportunity to help Suncor build meaning into their brand and better engage with Canadians. Our first step, working together with senior management, was to determine Suncor’s purpose as an energy company and as an international corporation.

…you should be very proud of all the work that you and the whole team at Appetite has done to get us to this point. You’ve shaped the DNA of this company and given us clear, meaningful purpose and focus.”


Acknowledgement letter from

Suncor senior management

In the year following our work with them, Suncor was recognised as one of Canada’s top 50 most valuable brands.

Our programme, based on insights and the practices of co-creation and inclusion helped us gain insight into Suncor’s culture, business strategy and market position.


Together, we defined the purpose statement for Suncor as
“Create energy for a better world”. By embedding purpose into the organisation, we developed a unique brand platform from which
all other strategic communications could flow.


We articulated a vision that supported the company’s triple
bottom line commitments: “to be trusted stewards of valuable
natural resources, and guided by our values, to lead the way to deliver economic prosperity, improved social well-being

and a healthy environment for today and tomorrow.”



We worked with Suncor to develop its brand imagery and content, for a traditional and digital advertising campaign, new brand website and a series of documentaries.


An on-going programme of multi-channel communications was set up to build awareness and open-up the conversation with the public on energy and sustainability.


Having successfully articulated a meaningful brand story, we united its people around a shared sense  of belonging.

Behind the scenes

Suncor’s team at Appetite

Laura Haynes, Nicolas Mamier, Jason Butler,

Tom Adams, Stuart Serjent, Alvaro Torrents, Iain Budgen

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