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We all know that  branding is more than just a logo. That being said, here's a bunch of my logo designs, followed by a case study around my process.

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My Role: 



Freelance Designer, Design Consultant. 

Adobe Illustrator & Photoshop

1 month for the initial branding. Ongoing for the consulting.

Why Me?

My wife was hired as the Marketing Manager for a commercial battery storage company called Flexgen. When she asked me for my initial impressions, my immediate reaction was that they needed a new logo and a stronger overall brand. 

With my help, she was able to convince her leadership to hire me on a contract basis to  revamp their brand, starting with their logo.


I started by working with my wife and the founders of the company to establish what the brand stood for and what they wanted to accomplish. Then I started sketching out rough ideas that would help us zero in on a couple favorable directions.


Then I did some research into the competitive landscape to see where the opportunities were. Followed by an exploration into color and type. 

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Using the client's feedback from my first round of sketches, I created some mockups that played with different font and color combinations. 

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At this point the client and I were able to narrow it down to one direction. All that was left to do was some last little tweaks to find our favorite typeface and color combination. I also wanted to make sure the logo worked at smaller sizes, in black and white, and with their various program iterations. 

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The final result was a logo mark, typeface, and color pallet that stood out from their competitors; felt modern, fresh, and dynamic; alluded to the electrical nature of their business; and had the energy and forward movement they were looking for.

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In addition to packaging up all of the various iterations of the logo and file formats, I also created a short brand guideline document to help in their usage. 

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Flexgen loved their new brand and design direction. They took it and hit the ground running. I was immediately asked to consult on how third party agencies and vendors implemented the brand in everything from collateral, to web experiences, to experiential design, to swag. 

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