A launchpad for strengthening our company

The new brand and identity is about defining who we are and why we are here – for our customers, for society, and for our people.

For decades, we have been pioneers, contributing to the development of our industry and our own business with great success. We have grown, expanded across the Nordics, and diversified our services and geographical reach. From being a Danish company, we are now a truly Nordic company. We are one company sharing the same culture, mindset, services, and solutions, and our customers’ needs are fundamentally the same in each Nordic country we operate in. Our unique position as a pan-Nordic energy trader allows us to leverage that while working for efficient, resilient and sustainable energy markets. It is time for a new and common brand and identity across all our markets that reflects this.

While the brand is new, it is deeply rooted in our legacy, as is our new Switch28 strategy. They both embody pride in our history, a forward-looking approach to change, and a dedication to shaping the future of energy.

"A brand is often viewed as a marketing exercise. To us, it is first and foremost a celebration of and a promise to our people. They are great minds who are achieving great things together. We will develop and support them to continue to mind energy – for our customers and for society." - Dorthe Rømer Frost, SVP, Brand, People and Sustainability

Introducing Mind Energy

At the very core of our business is a deep and profound knowledge of energy. We trade on the global energy markets every second of the day, year after year, accumulating a solid competence base and a culture of passionate, and sometimes nerdy, specialists. Furthermore, we know how to grow and develop our human knowledge with cutting-edge technology and advanced analysis of data.

That’s why our name is Mind Energy; the key to our success is curiosity and intelligence. We are energy minds.

At the same time, our new identity is about caring deeply about what we do. We are ready to lead the way in the evolving energy landscape. We don't mind complexity, we embrace it, and we make it simple. We are optimistic about the future of energy, we are generous with our knowledge, and we are bold and curious in our pursuit of a better energy future.

In this pursuit, we mind our customers, we mind the energy markets, we mind our employees, we mind the energy transition, and we mind society.