BRAND IDENTITY / CORPORATE
Los Angeles / California
Leading the World towards a Greener Tomorrow.
Capstone Green Energy is a leading provider of customized, on-site energy solutions focused on on helping customers around the globe meet their carbon reduction, energy savings and resiliency goals. As the world accelerates towards a more sustainable future, the then Capstone Turbine approached us to refresh their brand image to present them as a pioneering player in the green energy revolution.
Scope of Work
- Brand Strategy
- Logo Design
- Visual Identity
- Brand Collaterals
- Company’s Assets
Designing a greener world
As we move towards a more sustainable future, the eyes of the world are on energy providers as they step forward and embrace the challenge and responsibility of preserving the planet. Formally Capstone Turbine, Capstone Green Energy understood that the image they communicated internally and externally would be key in showing them to be a leader in both action and example in leading the world towards a cleaner future.
Defined by value
Starting with their mission of providing smarter energy for a greener future, we worked closely with Capstone Green Energy to break away from the old world and become an optimistic emblem of the future.
Together we took off on a journey of brand evolution, creating a refreshed logo, visual identity and brand guidelines that set a new agenda for both the business and the planet, bringing to life the four values that were to become the defining characteristics of both the heart and identity of the brand.
A new mark
A new logo became the defining emblem of the new Capstone Green Energy, bringing together a geometric leaf, circular symbols of the four brand values and a central diamond, organically formed in a new expression of energy.
A clean, bold colour palette of green and white, plus easy to apply iconography created an impactful new image that was easy to apply and use across multiple touchpoints of the business, from brand collateral to marketing materials, digital platforms, internal work systems and the signage across the company buildings. We created a complete transformation, communicating to employees, customers and the wider industry that the future was at the top of the agenda.
A step forward for change
A broad exploration of design directions helped Capstone Green Energy tell their story in a way that felt authentic yet created enough of a step-change to deliver impact. We worked closely with clients at every stage of the design process to ensure the right balance of corporate distinction and contemporary refresh was achieved at every turn.