HH2E - A BRAND RISING FAST ON THE TIDES OF GREEN ENERGY

HH2E has swiftly carved out a name for itself in the competitive landscape of German industry, standing visible even at the side of long-established brands like RWE, Siemens Energy, BASF, and DHL. What makes the new green energy company so distinct?

The brand proposition is both straightforward and significant for society: HH2E is an innovative company determined to harness the untapped potential of renewable energy volatility, which results in a considerable amount of energy remaining unproduced at wind and solar parks. In Germany, this unutilised renewable energy could power approximately 3 million average homes annually.

However, the electric grid's limitations, which struggle under peak conditions like strong winds or intense sunlight, prevent this potential from being realized. Additionally, CO2-intensive power stations must be activated to compensate for renewable power that fails to reach many regions.

In an era where renewable energy is as precious as gold, HH2E is poised to capitalize on this unused resource and help solve many issues.

HH2E’s strategy involves utilising this unproduced energy to generate green hydrogen, essential for industries across Germany. The company’s innovative technology mix and plant design, combining electrolyzers with high-capacity batteries, smart business model, and strategic location of production plants across Germany underscore its uniqueness and readiness to address the critical needs of the present times.

The intensification of the global warming battle, coupled with energy security concerns heightened by the recent Russian gas crisis, underscores the urgency of finding viable alternatives like green hydrogen—and HH2E is set to produce it economically on an industrial scale in Germany.

The company’s founders includes distinguished figures such as Alexander Voigt , a serial entrepreneur with a history of successful ventures in the green energy sector and a former member of Greenpeace Germany; or Andreas Schierenbeck , a member of the German National Hydrogen Council and a leader who has been at the forefront of transformative strategies at major corporations like Siemens, thyssenkrupp, and Uniper. Andreas is also set to take the helm as CEO of Hitachi Energy , effective July 1st. The HH2E leadership team includes other top energy sector executives such as Peter Blauwhoff , formerly of Shell, and a robust team that blends experienced executives with innovative young engineers aiming to make a significant impact on the industry. HH2E is well-equipped for success.

HH2E's brand design is vibrant, fresh, and energetic, perfectly encapsulating its mission with the motto "Change the Game of Energy". This slogan inspires every team member to pursue the dream of achieving 100 percent renewable energy.

The green hydrogen production platform developed by HH2E is not only innovative but has also attracted reference investors who have subsequently become shareholders, like the Foresight Group and HydrogenOne Capital LLP , solidifying its financial foundation. Many other financial and strategic investors have shown interest in joining HH2E, anticipating forthcoming rounds of external investment. The company’s ambitious goal to achieve 4 GW of green hydrogen production capacity in Germany positions it to become one of Europe’s leading producers of green hydrogen. HH2E is emerging as the green utility of the future.

The relevance of what HH2E does has been recognised at the highest levels; German Chancellor Olaf Scholz has endorsed the company’s partnership with DHL and Sasol to produce sustainable aviation fuels from green hydrogen. Furthermore, the EU Commissioner for Climate Change, Wopke Hoekstra visited HH2E's facilities in Berlin to discuss with representatives of a diversity of new companies the challenges of accelerating the transition to a green energy future.

Drawing on my previous experience in brand development, including the launch of a new brand strategy aimed at driving energy evolution at Uniper, one of Germany's largest CO2 emitters then; transforming thyssenkrupp Elevator into a global player through extensive digitalisation and innovation to make cities the best places to live; and pioneering new and attractive rail equipment at Bombardier Transportation to encourage the shift from road to rail, I see a parallel in how HH2E is helping shape a new green energy sector.

Effective brand strategies connect a company’s purpose with customer expectations and resonate deeply with the values of employees and society. HH2E exemplifies this connection, setting a benchmark in brand development within the energy sector.