The acronym TBB, which stands for “The Business Booster”, is the name of an annual event in support of energy innovation. It rolls off the tongue, which is why we chose it as the polestar for all the event's different communication areas: identity, signing, printed and merchandising materials and booths. We chose orange as the common colour bringing together the various elements, and adopted a wavy line, which we dubbed "the energy curve”, to identify InnoEnergy, the company that organizes TBB.