DURATION: SIX MONTHS
Evolve: Internal Brand Guidelines
ROLE: BRAND DESIGNER, RESEARCHER
As Simple Energy—client—accelerated from startup to industry contender, their rapid growth exposed a critical friction point: a visual identity bending under pressure. Marketing materials began speaking different languages, events lost their recognizable flair, and spatial designs fragmented as teams improvised interpretations. They needed cohesion. This graduation project became about building that very paradox: a brand system robust enough to unify, yet fluid enough to evolve.
The Approach.
We began by dismantling everything—The Fundamental Genesis Approach—we challenged every assumption about what branding "should" be—starting with the radical notion that guidelines for an evolving company shouldn’t fossilize on day one. Through first-principles thinking (and a strict no-Googling policy), we rebuilt their system from the ground up: not as a rulebook, but as a shared language for how their brand moves through space, speaks to riders, and adapts to new markets.
