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Frames from the Nexterra Branding & Website Project.
Nexterra builds and operates clean energy systems across five categories: solar, wind, hydroelectric, storage, and nuclear, including small modular reactors.
Every renewable energy brand reaches for the same visual shorthand: soft greens, leaf marks, rounded type. Nexterra needed to enter that category and immediately read as something else, a company confident enough in its technology that it didn't need to borrow the category's usual softness to be trusted.
We built an energetic identity that moves away from that usual muted earthy brand tone.
The logomark, a lightning bolt folded into the shape of an "N." It's built to work at favicon size and needs no supporting tagline to explain what it means.
Nexterra’s palette starts with a ashy null black that anchors every layer then splits into three energetic accents: Electric Yellow (Energy Generation), Safe Green (Energy Storage) and Cool Mint (Energy Grid).
The 2.5 dimensional illustrations took the most experimentation. It sits in between something that isn't quite flat and isn't quite 3D, with enough depth to feel real and also enough simplicity to comprehend what it represents.
The network for creativity
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Creatives on Contra have earned over $150M and we are just getting started
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AI can help create a brand but keeping one is a different job.
Generation got cheap. a palette, imagery, a whole system. thousands of brands are about to launch looking great and then drift into looking like each other
The valuable work moved downstream with consistency over years, evolution with logic, new elements without losing the essence. there's no prompt for time.
That's good news for us designers though because custody is much more valuable now
Good point about AI. 👍👍