DIRECT ENERGY - Brand Guidelines
As Creative Director, I spearheaded the development of the Direct Energy Brand Guide, establishing a strong, consistent visual and messaging framework that aligned with the company’s values and mission. I collaborated with key stakeholders to define design standards and ensure brand consistency across all marketing materials and customer touchpoints. The guide served as a comprehensive resource, enabling teams across the organization to maintain a unified brand presence and elevate Direct Energy’s position in the market.
Overview: Reimagined Direct Energy’s brand post-acquisition to align with NRG’s ecosystem.
Role: Directed visual identity, collaborated with marketing and legal for integration strategy.
Challenge: Merge legacy recognition with new positioning.
Solution: Created a modular identity system honoring Direct Energy’s core while modernizing visuals.
Outcome: Used across customer touchpoints, easing transition and brand loyalty concerns.
Role: Directed visual identity, collaborated with marketing and legal for integration strategy.
Challenge: Merge legacy recognition with new positioning.
Solution: Created a modular identity system honoring Direct Energy’s core while modernizing visuals.
Outcome: Used across customer touchpoints, easing transition and brand loyalty concerns.
About Us
At Direct Energy Business, we serve a wide range of customers, from small businesses large commercial and industrial organizations and wholesale buyers. The way we communicate our brand should reflect that we understand the unique needs of these businesses and organizations. We communicate clearly, directly and conversationally, using audience-centered language and syntax.
A unified approach
We want to create a consistent brand that reflects our leadership position in the industry, our customer-centricity, and our commitment to a net zero future. We strive for a clear, accessible, and unified look and voice.
Direct Energy Business Logo
Our corporate logo is a critical element of our brand identity. Our logo consists of a lockup with two distinct elements: the energy bolt square and the signature name, Direct Energy Business.
Color Palette
With the exception of full-color photography, orange, black and tints of orange and black are the primary colors we use for our brand. Secondary accent colors include DEB blue, slate blue and turquoise.
Photography
Images are one of our most powerful brand assets. They are an important part of the look and feel of our brand. We want to maintain a consistent style across all Direct Energy Business imagery, while allowing for creative flexibility.
Photography
Photography that includes people should document the customer and/or employee experience in an authentic way that allows the user to identify with the subject matter. Shots should be simple, direct and feature real people in business professional attire, not runway fashion models. They should reflect genuine relationships and interactions between people. The people captured can either be looking off camera or giving direct eye contact. People should look positive, approachable, and natural with a diverse mix of race, age and gender to reflect our culture.
How do we put brand theory into practice? Our brand becomes real when we combine writing and design consistently across our communications channels. Here’s how we deliver a brand that truly connects with our customers.
NRG Brand guidelines