GM Energy
Role: Associate Design Director
Studio/Agency: Character
Year: 2023–2024
Executive Creative Director: Matthew Carvalho
Verbal Identity: Paisley Schade
Account Director: Zoe Saridakis
Dynamic Renders: ManvsMachine
Vehicle and Product Renders: Chanelle de Nysschen, Colby Black, Thomas Stanton, Andy Tanguay, Ryan Duda
Animation: Thomas Stanton
Project Manager: Cassidy Brandt
Role: Associate Design Director
Studio/Agency: Character
Year: 2023–2024
Executive Creative Director: Matthew Carvalho
Verbal Identity: Paisley Schade
Account Director: Zoe Saridakis
Dynamic Renders: ManvsMachine
Vehicle and Product Renders: Chanelle de Nysschen, Colby Black, Thomas Stanton, Andy Tanguay, Ryan Duda
Animation: Thomas Stanton
Project Manager: Cassidy Brandt
As General Motors (GM) advances toward its goal of an all-electric future by 2030, GM Energy marks a bold step beyond vehicles, offering a suite of renewable energy solutions for everyday life.
From home energy management systems to charging fleets, GM Energy empowers consumers to adopt a more sustainable way of living.
From home energy management systems to charging fleets, GM Energy empowers consumers to adopt a more sustainable way of living.
To bring this vision to life, GM partnered with us to craft a premium, future-forward brand identity that positions their energy solutions within the tech space.
The identity serves as a lens for reimagining energy, built around the brand idea of 'Energy Unleashed.' Inspired by the modular nature of their technology, we developed a flexible graphic system designed to carry the brand into the future.
The identity serves as a lens for reimagining energy, built around the brand idea of 'Energy Unleashed.' Inspired by the modular nature of their technology, we developed a flexible graphic system designed to carry the brand into the future.
An Identity Born from a Cell
Both built from a modular system, the identity originates from a single cell within the anatomy of the battery technology. By focusing on the fundamental building blocks of power—and the possibilities they unlock—it establishes a foundation of trust while evoking strength, integrity, capability, confidence, and optimism.
Both built from a modular system, the identity originates from a single cell within the anatomy of the battery technology. By focusing on the fundamental building blocks of power—and the possibilities they unlock—it establishes a foundation of trust while evoking strength, integrity, capability, confidence, and optimism.
Our graphic system is structured around four categories: Power, Harness, Build, and Release. This flexible framework allows the visual system to scale dynamically—dialing up or down, like power itself, based on the need.
Energy Unleashed
At the core of our identity is a balance between the anticipation of energy and its eventual release.
Visually, we express this duality through contrasts in scale, color, texture, lighting, and style—creating a distinctive and memorable identity for our brand and products.
At the core of our identity is a balance between the anticipation of energy and its eventual release.
Visually, we express this duality through contrasts in scale, color, texture, lighting, and style—creating a distinctive and memorable identity for our brand and products.
Across our visual library, product renders are crisp and minimal, emphasizing design details.
Dynamic renders explore the hidden depths of function and form through pared-back translucencies and X-ray-inspired imagery. Pulsing with density and color, these visuals convey the transfer and amplification of power, establishing a fresh and compelling aesthetic.
