Led in-house creative team in the design and execution of the rebrand for Efficiency Vermont, a state-regulated utility that serves residential, commercial and institutional power customers, managed by VEIC.
The logo redesign was an evolutionary approach, creating a wordmark that felt familiar to the older mark in a san serif face but which speaks more intentionally about efficiency within the arrangement of the letterforms, focusing on their key brand attributes: clear, approachable, trusted, and transformative.
Colors shift from traditionally Vermont green palette to a lighter green and trustworthy navy blue, with sky blue and persimmon accents that speak to innovation and technology.
Photography styling made an important shift towards authenticity by featuring real Vermonters in their actual home and business environments as much as possible. In our art direction, we focused on showing people relaxed, with intimate crops and softer focus, to create warm and engaging photos.