Building ev.energy's Brand System

Taking creative ownership of a brand from agency foundations to a scalable, living design system.

When I joined ev.energy in 2022, the company had just completed work with a branding agency. While they provided a strong visual foundation, the brand existed only as high-level assets scattered across PDFs and slide decks, with no system for daily use. As the company expanded internationally, this created inconsistent applications and slowed down campaign delivery.

I took ownership of the brand direction, making the strategic and creative decisions needed to make it scalable and usable across marketing, product, and partnerships. I built a centralised brand system in Figma, turning static assets into reusable components covering typography, colour, logos, iconography and templates. I facilitated brand workshops to expand the visual language, introducing new colour palettes and typography ratios, and created frameworks for co-branding with global partners.

I directed a freelance illustrator to develop a bespoke custom illustration style for the brand, embedded into the design system and applied consistently across digital and print touchpoints. I also directed AI image generation tools to develop and iterate on visual concepts under my creative direction and within brand guidelines.

Alongside the system build, I worked to establish a Brand Experience Team structure designed to align brand work more directly with commercial goals. The proposal gained senior-level support and helped position design as a driver of business value, not just a delivery function.

The result was a brand that became both stable and adaptable. Campaigns were delivered faster, global teams could produce on-brand assets with confidence, and ev.energy's presence across digital channels grew more consistent and recognisable.

Below: A snippet of the overall brand framework.

Note: The brand system shown above does not include the latest AI brand work, which is currently in development and not yet public. This work can be previewed and explained privately on request.