St. Paul, Minn.-based Wind on the Wires, a regional authority for wind energy policy, transmission planning and renewable energy advocacy in the Upper Midwest, has re-branded to Clean Grid Alliance.
“Re-branding was a necessary, thoughtful and deep dive into the essence of our brand attributes and our core work areas,” says Beth Soholt, executive director of Clean Grid Alliance. “As our members have evolved into developing solar and energy storage projects in addition to wind, we grew right along with them. However, our name did not reflect our expanded service offerings. We felt it was important for our name to better represent the full scope of our organization.
“Although Wind on the Wires is a much-loved name and logo, which has served us very well for the past 17 years, it’s time to move forward with a name that encapsulates our work and our vision and helps us better connect with potential new members and funders,” Soholt adds.
The re-branding announcement was first made at a “Wake up with WOW” breakfast event on Sept. 11. The event featured a panel of CEOs from the wind, solar and storage industry associations to highlight how they are working together to capture the “energy future.” Also during the event, Ellen Anderson, executive director of the Energy Transition Lab at the University of Minnesota, announced that the Minnesota Energy Storage Alliance (MESA) would become a program of Clean Grid Alliance.
“We agreed that for MESA to grow and prosper as a strong organization and voice for energy storage development, it was time to take MESA to a more permanent and appropriate home outside the university,” said Anderson. “The multiple technologies in the energy grid of the future that the Clean Grid Alliance serves, and the great track record of engaging its membership in meaningful and impactful ways, ensures MESA will be able to formalize its structure, grow its membership and capacity, and provide more opportunities for member action and involvement.”