Nacero
Brand and Design Strategy for an energy company
My role: strategic design consultant, business strategy and branding
My job was to bring design leadership to Nacero and help them create a North Star for their entire design ecosystem’s DNA. Working with the founders, this effort led to the launching of the Nacero website and its brand.
Nacero is bringing new gasoline to the market. Made from domestic natural gas in safe, modern facilities, Nacero gasoline will be cleaner, affordable, and usable in today’s cars and trucks. They needed a brand strategy that aligned with this mission. I guided Nacero throughout the entire process: starting with writing the vision and mission statement and design brief, hiring a brilliant design agency, and creation of their brand from concept to finish.
The Process
We defined our brand values to create the brand compass for Nacero during several workshops in person and over ‘Zoom.’ This helped Nacero and the design firm* to align the visual vocabulary for the brand to be.
Other Concepts
Other ideas that were beautifully executed but weren’t chosen, include the ones below. It is always helpful to know that design is often a process of elimination, where the final design chosen represents only the tip of the iceberg of all the hard work done.
Conservative Approach
The following exploration was a clean-up and refresh based on the existing color-palette and attribute of Nacero’s corporate identity at the time.
