Business Energy Checkup | PG&E
Digital Art Director (Creative Placement → Momentum Worldwide St. Louis) Creative Director: Mason Magyar
Context & Challenge — Build a Simple, Believable B2B Energy Brand
PG&E needed a dedicated Business Energy Checkup identity—something distinct from corporate branding, yet clearly part of the PG&E ecosystem. The audience was small business owners in the San Francisco metro area, who are time-poor and skeptical of “energy program jargon.”
Momentum tasked you with creating a digital-first, instantly readable visual system that communicated:
speed (the audit takes minutes), clarity (simple actions, not technical forms), and trust (small business owners must believe PG&E recommendations).
The brand needed to work across landing pages, emails, PDFs, and field collateral—while also supporting an interactive diagnostic flow.
Design Concept — The Checkmark as Core Brand & Core Function
The defining creative idea was to use the checkmark as both a branding element and a functional UI mechanic across the checkup experience.
Brand-Level Meaning
A checkmark is universal: done, verified, understood, simple.
It communicates PG&E’s promise: “We help you identify quick, achievable actions.”
UI-Level Function
You elevated the checkmark from logo decoration into a dynamic interface device used throughout the experience:
Step progression: each step of the audit filled the checkmark outline, creating a sense of forward motion.
Diagnostic scoring: recommendations appeared with color-coded checkmarks (Immediate, Medium, Long-term).
Micro-interactions: subtle checkmark animations reinforced completion, reducing user uncertainty.
PDF report system: the checkmark created a consistent visual hierarchy across insight categories.
Brand System Built Around It
A modular identity was built where the checkmark became the anchor for:
icon sets,
section headers,
callouts in print collateral,
email modules,
and the responsive card system of the landing experience.
The result: a visual system that looked unified across digital and physical touchpoints—even when assets were deployed by different PG&E teams.
Email and landing assets benefited from the visual consistency—a unified brand made the B2B program feel modern, simple, and credible.
The creative system simplified production: assets for future segments could be built quickly by reusing the checkmark grid, icon framework, and visual templates.
1 like · 27 views · Dec 11, 2023
Brand identity that functioned both as a brand element and interactive UI device, creating a fast, believable, and unified experience.
