SPOTLIGHT: HÖEGH EVI
“This rebrand was about evolution, not revolution,” says Will Bosanko, Managing Partner, Brand at Brandpie. “We weren’t simply renaming the company; we were writing the next chapter. One that honored Höegh LNG’s pioneering history, while signaling its ambition to lead in the clean energy transition.” “The process was like a treasure hunt,” remarks Christine Corkery Steinsholt, Head of External Communications and Marketing at Höegh Evi. “At each step along the way we were curious, asking questions of ourselves like: What is our role today, and how will it adapt or evolve in the future? What do our stakeholders need or expect from us? How can we have an even greater long-term impact?” Throughout the collaboration, the Brandpie team engaged closely with over 250 stakeholders, from family owners and employees to investors and external partners. It was the input of these participants that shaped the rebranding journey—ensuring that the new brand would resonate deeply with those who had been integral to Höegh LNG’s growth and success. The result is a brand strategy built around a core idea: The vital link to secure transition. “This positioning statement reflects Höegh Evi’s role in bridging the energy needs of today with the solutions of tomorrow,” says Bosanko. “It articulates not only Höegh Evi’s unique role in the value chain, but how they are leveraging their expertise and infrastructure in LNG, while pioneering clean energy solutions to be an adaptable partner for the global energy transition.” INTRODUCING HÖEGH EVI As the company expands beyond LNG, a crucial element of the rebrand was the creation of the new name. Retaining the Höegh name was a clear nod to the company’s legacy. The addition of "Evi", meanwhile, draws from the concept of 'energy vector infrastructure'—a reflection of the company’s evolving role in the value chain. It is also inspired by the Norwegian word "evig", meaning forever and eternal, highlighting the company’s deep Norwegian roots and its enduring commitment to innovation.
WHY NOW? For five decades, Höegh LNG has been at the heart of the global energy value chain, enabling the movement and supply of LNG with one of the world’s largest fleets of Floating Storage and Regasification Units (FSRUs). This infrastructure is critical in connecting energy markets across the globe. However, as the world pivots towards clean molecules, the leadership team at Höegh LNG recognized that its existing brand and communications were no longer aligned with its future aspirations. The business saw potential to expand into marine infrastructure solutions for emerging clean energy technologies, such as floating ammonia and hydrogen import terminals, as well as carbon capture and storage (CCS).
This was no longer just about LNG—it was about molecules in all forms. This moment marked not just an important strategic diversification, but also a time to clarify the future vision of the company—showcasing to the workforce and the industry-at-large a bold new purpose, brand strategy, and commitment to both maintaining energy security, and driving the transition. And thus, Höegh Evi was born, signaling the company’s readiness to navigate the complexities of the transition and drive innovation in clean energy. THE REBRAND Rebranding Höegh LNG was not a task taken lightly. It required a deep respect for the company’s past, as well as a clear understanding of its future ambitions.
We weren’t simply renaming the company; we were writing the next chapter.
12 Brandpie Energy - Issue 2
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