Energy Central came to me with 25 years of history, a community of 240,000 utility professionals, and a brand that hadn't quite caught up with where they were heading. Over the past year, they'd sharpened their editorial voice, launched into video, and started showing up at IRL events. The brief was to tie it all together through newsletters, podcasts, web, sponsored content, social and events into one cohesive identity that felt modern, outdoorsy, and unmistakably them.

Scope: Brand Identity, Logo Design, Type System, Colour Palette, Photo Direction Brand Textures, Social Templates, Logo Animation

We landed on a strategic territory I'd describe as Smart, Cinematic, Outdoorsy, Expert, a brand world that sits at the intersection of the natural landscape and the human systems that power it. The audience here isn't Silicon Valley tech bros; they're engineers, operators, and execs who hike on weekends and live the systems they work on. The brand slogan became simple: Energy is everywhere.

From there, my role was to take that territory and push it into a fully realised identity. The wordmark had to feel like a real media brand logo, confident, iconic, built to live alongside the publications this community already trusts. I explored many directions before landing on a custom mark with a circular "e" device that could flex as a standalone icon across podcast art, social avatars, and favicons, paired with a wordmark that holds its own at editorial scale.