Choose Energy

Choose Energy - hero image


Art Direction & 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.

Choose Energy was acquired by Red Ventures.


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.


Website sections

The site’s focus was driving search and communicating core offerings. The new design also enabled informational, positioning, and other supporting content to be displayed in a compelling way.

Screen shot of Choose Energy website


Business section with filtered search

Choose Energy - business


Energy suppliers

Energy suppliers were the corner stone of the service offering. We profiled them on the site in a way helped to engage customers and supported the buying decision.

Screen shot of Choose Energy website


Mobile views

The new site was fully responsive as accessible on all mobile devices.

Choose Energy - mobile website


Product icons and photography

Choose Energy - photos + icons collage


Identity system

The new logotype, logo mark, typeface, and color palette.

Choose Energy - logo

Choose Energy - color palette

Website template

The final design utilized a grid format that made the updating and delivery of targeted content easy and effective.

Choose Energy - content layouts

Choose Energy - design grid


Interaction, icon, and typography patterns

Choose Energy - visuals patterns

Choose Energy - typography