Building the brand to bridge the gap between green hydrogen ambition and current technology capabilities.

Rely is the brand created for a joint venture between Technip Energies and John Cockerill to deliver fully integrated, industrial-scale Power-to-X solutions — launched with the bold creative proposition Bridge the Gap.

The idea emerged directly from Rely’s purpose: to close the space between ambition and action, providing the critical bridge that enables customers to achieve their green hydrogen and decarbonization goals as part of the global energy transition.

The name “Rely” underscores this promise — evoking the dependability the brand brings to an emerging market defined by uncertainty. It conveys confidence, safety, and assurance for organisations navigating the transition to clean energy.

The brand system harnesses abstract bridges and dynamic light trails to represent the accelerated, seamless journey that Rely makes possible. A distinctive gradient — flowing from deep blue to vibrant green — symbolises the transformation of renewable electrons into molecular hydrogen energy.

The brand launched at pace across internal, external, and experiential touchpoints. From employee onboarding and corporate literature to high-profile conference activations and a cinematic launch film, Bridge the Gap served as the unifying creative and strategic idea.

Crucially, the brand connected both emotionally and rationally — supporting commercial engagement while building internal alignment. A comprehensive set of brand guidelines ensured consistency across platforms, while robust messaging frameworks and visual assets enabled localisation at speed and scale.

Bridge the Gap has become a powerful creative anchor for Rely, resonating with industry audiences, energising employees, and differentiating the brand in a rapidly evolving sector.