This project demonstrates our ability to take complex businesses and make them understandable and investable, build communication systems, align brand, data, and strategy into one coherent narrative

Maelle was employed by Octopus Energy Group and leading the Investor Relations and Marketing function for Octopus Renewables Infrastructure Trust (ORIT), the listed Investment Trust managed by Octopus Energy Generation for two years during 2023 and 2024. ORIT is a London-listed renewable energy infrastructure fund, and as at 30-Sep 2024 had a market capitalisation of £445m and gross asset value of £1.0bn, is managed by Octopus Energy Generation, part of the Octopus Energy Group.

At the time, ORIT was needing to expanding investor audience across institutional and retail channels and broaden capital sources particularly in the discount to net asset value environment, meaning the companies are trading below their intrinsic value.

In challenging environments of high interest rates and investment trusts trading at a discount to net asset value, ORIT faced a common but critical gap:

A strong asset base and investment strategy – but no fully formed marketing strategy, investor narrative or scalable communication system.

Key challenges included:

• Branding not fully aligned with the wider Octopus platform
• Investor materials overly technical and repetitive
• Limited visibility in relevant media, press, online platforms and key events
• Limited visibility on key metrics retail investors care about (yield, income, risk)
• Limited education on discount to net asset value dynamics and strategic solutions
• ESG positioning present but not clearly structured or differentiated
• No consistent framework across reporting periods

Maelle implemented a structured, investor-first marketing strategy focused on aligning brand, communication and data into a cohesive and scalable system.

The approach centred on three key principles:

• Reframing communication around investor decision-making
Shifting from asset-led descriptions to messaging built around what investors assess: income visibility, inflation linkage, risk profile and long-term performance

• Building a consistent and repeatable communication framework
Creating clear structures across all materials (results, factsheets, presentations) to ensure consistency, efficiency and scalability over time

• Balancing accessibility with institutional credibility
Enhancing clarity and usability for retail investors while maintaining the depth, rigour and professionalism expected by institutional audiences

• Integrating brand, data and ESG into one narrative
Aligning visual identity, financial metrics and impact reporting into a unified story that reflects both performance and purpose

This approach enabled ORIT to move from fragmented communication to a clear, structured and scalable investor communication platform that continued to be used and built upon after Maelle’s tenure.