Art Direction and Design
Choose Energy is the leading retail energy marketplace where you can shop for the best electricity and natural gas products for your home and business.
The company’s approach is transforming a 100 year old market worth over $1.5 trillion.
Problem, limitations, solution
Establish a brand identity that would resonate with a very broad target audience. Support the image of a company, product and service that was completely trustworthy, inclusive, and easy to use.
Limitations were multifaceted — resources, timing, concern about impacting existing brand equity negatively.
Developing a shared vision supported by qualitative data and heuristic insight, and responding to internal team needs, we created the following design solution.
The site’s focus is driving search and communicating core offerings. The design enabled other content to be displayed succinctly.
Business section with modified search
Energy suppliers are a big part of the service offering, profiling them on the site in a compelling way helps to engage customers.
The site is fully responsive.
Product icons and photography
The new logotype and color palette.
The final design utilized a grid format that made the delivery of targeted content effective and easy.
Interaction, icon, and typography patterns