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.
Typography
The typeface we choose to embody our brand is Roboto. Designed by Christian Robertson in 2011, and named after the classic STYX song, Roboto’s natural reading rhythm makes it a perfect typeface when presenting large swathes of body copy on a screen.
Iconography
I led the team in developing a scalable iconography system that aligned with the brand’s mission to deliver innovative energy solutions. Leveraging tools like Adobe Creative Suite and AI-driven design platforms, we ensured clarity, consistency, and impact across digital and print touchpoints, driving engagement with B2B audiences.
Application
Direct Energy Business’s brand blazes to life through unified writing and design across all channels. A bold, cohesive identity captivates customers, builds unwavering trust, and forges enduring connections with B2B audiences.
Website
The Direct Energy Business website establishes our digital presence, reinforcing business legitimacy. Visitors explore directenergy.com to discover our energy solutions, team, and services. As Associate Creative Director, I led strategic design efforts, ensuring brand integrity and delivering engaging, cohesive digital experiences for B2B audiences.
Social Media
Visuals steal the spotlight. Striking imagery fuels Direct Energy Business’s social media engagement, amplifying impact. Bold, tailored visuals paired with sharp copy create standout posts that captivate B2B audiences, spark connection, and elevate the brand.
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.
NRG Brand guidelines