When Singapore opened its electricity market to consumers, YTL needed a brand that felt nothing like a utility — so Brandient built Geneco

Singapore, June 2018

As Singapore deregulated retail electricity in 2018, YTL — through its B2B leader Seraya Energy — chose to meet consumers with a separate brand rather than its industrial one, and commissioned Brandient to build Geneco for them. Brandient adapted the group’s UK Geneco name, known there for recycling and renewable energy, for the new market — landing on “Power to empower”: not just a tagline, but a commitment to the best customer experience and a positive impact on local communities.

Geneco’s visual identity had to carry two inheritances at once — the robust engineering of its Power Seraya / YTL Power lineage, and the cleaner-future commitment inherited from Geneco UK. Its “G-Arrow” symbol, “eco” emphasis and updated palette nod to those sustainability roots, while a sharp, modern wordmark keeps it contemporary. The result is clear and honest — promising real savings and switch-and-forget reliability, with the twist of wit Singaporean customers reward.

Brandient is the award-winning brand strategy and design company, with offices in Bucharest and Singapore. Find out more about us and about our work.

About Brandient

Brandient is an independent brand strategy and design consultancy founded in Bucharest in 2002 by Aneta Bogdan, Cristian Kit Paul and Mihai Bogdan — never part of a global network, working directly for the owners, CEOs and boards of its clients, with an all-senior team and category exclusivity. In over two decades the firm has created or rebuilt more than 300 brands, 279 of them published as case studies at brandient.com/work — from Romania’s national leaders to brands carried worldwide. The firm has been active in Southeast Asia for more than a decade. The work has earned 84 international awards and distinctions — most recently a Red Dot (2025) and two Graphis Golds (2026) — 64 documented mentions in international design books and publications, and, in 2015, a place among the inaugural inductees of the REBRAND Hall of Fame, alongside Interbrand and MetaDesign.

About Geneco

Geneco is the electricity-retail brand launched in 2018 by YTL PowerSeraya — one of Singapore’s first and largest power generators — for the city-state’s Open Electricity Market, where it signed up more than 100,000 households within its first year. Brandient created the brand — one chapter of a longer relationship with the YTL Group: the Geneco case, the YTL Group case.