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Over the summer of 2024, I completed a total rebranding of Barcelona-based power consulting company eRoots. This project included a top-level reconceptualization of the brand identity as well as web, social media and print applications.
In a growing sector with fierce competition, a promising energy startup like eRoots needs to distinguish itself while communicating its innovative approach to renewable energy integration.
Introducing: the new eRoots Analytics.
Stage 1: Ideation & Iteration
Rethinking an image
eRoots' previous brand strategy was failing to send the correct message to clients and investors, so the new scheme was devised from scratch.
The starting point was the logo, reflecting the overall design language of the new brand. Our priorities were to signal the company's emphasis on software and the technical competency of the team.
After consulting with the management and engineering team, three designs were explored in more depth to assay their suitability.
Finally, I prototyped a complete design scheme based on the feedback I received on previous iterations.
After adjustments to the colors and font, and many iterations and revisions, I arrived at the final version of the visual concept.
Stage 2: Documentation
Futureproofing the solution
Part of a comprehensive solution is its sustainability over time. In order to last, documentation is critical so that the brand's strategy and elements can all be found in one place. The brand guidelines function as a tool for future designers continuing the project and a resource for any aesthetic questions that arise in the future. Below is a sample of pages from the guideline document.
Going the extra mile
The website is also an essential part of the brand's presentation, and it must be easy to update and modify as the company grows - especially because it has moving parts like a modular homepage, article listings and a reactive contact form. For this reason I also created a companion document as a quick reference guide to make sure that future upkeep goes smoothly.
Stage 3: Applying the Brand
After settling on the general plan, the final task was to apply the brand to all of eRoots' different client-facing media. This included the website (which I renovated using Hugo), physical merch, and social media such as Linkedin.
Stickers, magnets and pins for the team!
An early mockup of the website homepage.
After setting up Canva brand integration, future designers have the tools to easily make branded eRoots social media content.
Formatted business cards in dark and light themes.
Branded presentation templates maintain a consistent company image during internal and external communication.
A special thanks to the eRoots team for being supportive, helpful and constructive throughout the rebranding process!
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