I was tasked with creating a visual identity for a global clean energy fund based out of New Zealand and Austin, Texas. The brief was quite simple, I was asked to “make it disruptive”

I started by providing the client with stylescapes to gauge just how “disruptive” they wanted it to be, so they didn’t get any surprises when comparing their vision to mine. Once we had settled on a visual direction, I started researching innovation in the electricicty and green energy spaces, which as you’d imagine is quite abundant at the moment.

I distilled these learnings into three main concepts and the client chose the final one, with only minor tweaking to the colours, which were original blue and purple.

The logo is a symmetrical, abstract representation of the AC-DC current going back and forwards. It is encapsulated in a circle to provide maximum usability in terms of placement and scaling, as the pattern’s recognisability decreased without an outer shape to hold it together

The typeface is TT Commons, which is an elegant San Serif typeface with a slightly round feel to counter it’s otherwise rigid proportions. This was chosen because it mirrored the lines and curves in the logo, while also being contemporary, clean and easy to read.

The colours were chosen to make the company stand out. Most EV and Green companies rely on the same crisp, white colour palette. While this is a nice approach, it is now quite cliché within the industry, so a more tech focus colour palette of dark grey,