The Public Service Commission of the District of Columbia (DCPSC), a government entity that oversees telecommunications, electricity, and gas for D.C., was in need of an updated brand identity. DCPSC's new look needed to stand out from other utility focused agencies and speak to D.C. locals. Assets included: logo, website, brand guide, social media guidelines, business card, letterhead, notepad, merchandise. As the lead designer on this project, I handled all design elements except for the social media component.
Art Direction: Alfonso Cuesta • Design: Linn Ruiz-Goubert • Design: Jaime Gonzalez
From a traditional seal to a modern word mark
DCPSC's original logo is a traditional, old fashioned seal (bottom left). The new clean and modern logo (bottom right) playfully mimics D.C's flag. 3 stars match the 3 services offered by DCPSC, and the bars are replaced by the name of the agency.
The old website (bottom left) was text heavy, making it overwhelming for the user. The new site (bottom right) is open and approachable. Unnecessary content was removed, making it much easier to navigate. Clean imagery brings a literal sense of energy to their online presence.