MOMENT ENERGY

A new logo, visual identity, and web strategy to disrupt the energy storage industry.

FEATURED ON

APRIL — AUGUST 2021

PRODUCT DESIGN AND BRAND REFRESH
4 MONTH INTERNSHIP

CONTEXT

In a design internship with Moment Energy, I was responsible for a brand refresh and website launch as the sole designer for the clean tech start-up.
Moment Energy is helping to build a sustainable economy through battery energy storage systems made from repurposed electric vehicle batteries, with a mission to provide worldwide access to clean, reliable and affordable power.

IMPACT

PITCH

Helped secure $300, 000 in investments though pitch deck storytelling for national pitch competitions.

SOCIAL

Managed and helped grow the Moment Energy LinkedIn up to 8,000 followers.

PARTNERS

Supply Agreements with Mercedes-Bens Energy and Nissan North America.

APPROACH

I facilitated design sprint activities with company founders on brand strategy to create language that communicates their mission, vision, and positioning. I built brand strategy pillars to guide the founders toward making value real for customers.
I then created a new brand direction imbued with the aforementioned principles, and developed design standards to ensure the new brand could be consistently applied in any outward materials.

LOGO DESIGN

The new logo leverages the same basic elements as the original logo - a circle and the letter ‘m’. Inspired by Saul Bass, I sought to leverage negative space to abstract the form, toward a more scalable and memorable mark.
To imbue the logo with our brand pillars I considered the idea of energy storage. How could I contain the organic and flowing curves of the ‘M’, in a more rigid, trustworthy container? The repeating arches of the ‘m’ are also reminiscent of the rounded edges of stacked batteries in Moment’s energy solutions.

PRODUCT STRATEGY - IMBUING TRUST

Moment had trouble with customers placing trust in them. The young and recently graduated founders hid their faces to masquerade as an older team in an industry that trusts tenure and decades of experience.
I created a web experience that champions the founders youth as disruptors in the field, while exuding reliability by leveraging photography of real and successful product deployments.

BRAND PILLARS

TRUST

We are a team of dedicated young professionals. “Professionalism” is built on trust. Moment manifests professionalism in our partnerships through reliable support, every step of the way.

FORWARD THINKING

A Future facing company makes responsible decisions in the present. Our solutions support a circular economy and enable lasting change.

COMMUNITY

We value our relationships, and always put people first. Our solutions are designed to be affordable, reliable, and socially responsible while thinking of our collective future.

Case Study

PITCH COMPETITIONS

During the first half of my internship, my role was focused on storytelling and information design for a series of venture pitch competitions. I spoke with marketing leaders, operation experts, and stakeholders to understand what information mattered most for everyone involved.
I began with the context of how diesel engines and used EV batteries negatively effect the environment, before telling the story of a successful Moment deployment with its cost savings and environmental benefits.

Awarded the grand prize of $100,000 as the winner of Spring Activator’s first-ever National Impact Investor Challenge.

Parsed complex renewable energy concepts toward a holistic view of the business, eliminating cognitive overhead and elevating aspirational value to resonate strongly with potential stakeholders.

CHALLENGE: DESIGN FEEDBACK

Initially, my design meetings included the four founders, our marketing intern, and one electrical engineer. Often, certain founders would say less because they assumed that their opinion was already evident, or indecisiveness and continued discussion amongst my audience would eat up time and make individual opinions blurry.
Sending each audience member a Google Form containing a set of more divisive questions allowed me to quickly obtain detailed individual responses.

MOOD BOARDS

I began by compiling precedent mood boards of competitors in the energy industry and discussing their design language to determine where moment could be unique. Next, I compiled examples of brands that resonated with the founders and drew attention to how they leveraged colour, typography, and expressive elements. I then asked the founders to determine which mode of expression they preferred most.
Finally, I created four distinctly different mood boards, each following the approach of a direction whose values I defined through feedback from the founders. After their deliberation they settled on choosing the bottom right mood board, however, there were plenty of elements to adjust.

ADDENDUM

Thanks for stopping by — I have so much more to share about my process and approach to this project. Send me a message and let's make impactful design together.