Empowering new leaders in solar.
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Cherry Street Energy

Since 2015, Cherry Street Energy has been at the forefront of renewable energy technology and innovation. With an emphasis on solar power, Cherry Street is transforming how we power economies, communities, and the world we share.

As a mission-driven power company, Cherry Street is focused on helping institutions reach ambitious carbon reduction targets and sustainability goals. As they approached a crucial moment for the growth of their business, a brand identity refresh was vital for Cherry Street to continue scaling. With aspirations to become an authority in the green energy market, their identity needed to be consistent and clear while speaking to a wide range of audiences.
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Visual Identity System

The Cherry Street logo was refreshed with an optimized mark and new typeface, representing an elevated era of energy and big possibilities for the future.

The new logo embodies the sunrise. The refreshed brand mark is a symbol that combines four meanings to represent the brand: optimism, innovation, sustainability, and a bright future.

The font, designed by Swiss Typefaces, Euclid Circular, is named after the Greek mathematician Euclid, founder of geometry and author of The Elements. The typeface exhibits timeless construction, balance, and distribution of proportions. The optimized mark is built upon the geometry and proportions of the typeface.
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Brand Book

IfThen designed a brand book to be used as a tool for the company to align around a shared vision and find consistent, compelling ways to express the brand. We hosted a launch party to celebrate this new chapter in Cherry Street’s history, which included an unveiling presentation of the refreshed identity.
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Deliverables

  1. Logo System
  2. Color Palette
  3. Typography System
  4. Naming
  5. Iconography
  6. Messaging Framework
  7. Brand Book
  8. Copywriting
  9. Animation
  10. Brand Launch Video
  11. Brand Launch Employee Experience
  12. Apparel & Brand Merchandise
About the Project
  • Client Cherry Street Energy
  • Location Atlanta, GA
Services
Engagement Leads

Visit the Website
www.cherrystreet.com