Since 2015, Cherry Street Energy has been at the forefront of renewable energy technology and innovation. As a mission-driven power company, they are focused on helping institutions reach ambitious carbon reduction targets and sustainability goals. With an emphasis on solar power, Cherry Street is helping to make collective progress toward a healthier, more stable planet by transforming how we power economies, communities, and the world we share.
The advantages of renewable energy are essential, and at a crucial time for business growth, a brand identity refresh was also vital for Cherry Street to continue scaling. With ambitions to become an authority in the green energy market, their identity needed to be elevated, consistent, and clear while speaking to a wide range of audiences.
Brand Identity: Cherry Street Energy
The Cherry Street Energy logo was refreshed with an optimized mark and new typeface.
The new logo embodies the sunrise. It represents the catalyst of a new era of energy, providing new possibilities for the future. Beyond the sunrise, the symbol combines four meanings to represent the brand: optimism, innovation, sustainability, and a bright future.
The font, designed by Swiss Typefaces, Euclid Circular, is named after the Greek mathematician Euclid, founder of geometry and author of The Elements. The typeface exhibits timeless construction, balance, and distribution of proportions. The optimized mark is built upon the geometry and proportions of the typeface.
Deliverables:
1. Logo System
2. Color Palette
3. Typography System
4. Naming
5. Iconography
6. Messaging Framework & Copywriting
Typography System
We designed a brand book to be used as a tool for the company to align around a shared vision and find consistent, compelling ways to express the brand. We hosted a launch party to celebrate this new chapter in Cherry Street’s history, which included a presentation of the refreshed identity, employee Q&A session, and fresh merch for everyone.
Brand Book
Brand Applications
About Cherry Street Energy
Recognized by Forbes in the Next Billion-Dollar Startups list.
Listed as the #2 fastest growing hardware company in the Deloitte Fast 500.
About the Project
Client: Cherry Street Energy
Agency: IfThen
Executive Creative Director: Jack Whitman
Strategy: Christina del Rocco, Kenny Ferguson
Senior Designer: Julie Sharpe
Program Manager: Mollie Santanello
Copywriter: Laura Silverman