LGCY Power Rebrand

Overview

At the end of 2021, LGCY Power was gearing up for major expansion. We were becoming a national player in the solar space and had just locked in a partnership to become the exclusive solar provider of the Utah Jazz. But our brand wasn’t ready for the spotlight.

When I joined the company, there was no real brand system in place. No guide, no rules, just a logo and a few colors that had been thrown together early on. It worked for a while, but it wasn’t built to scale. Not for trucks, not for stadium signage, not for national campaigns.

As Director of Marketing, I led a full rebrand from start to finish. I pitched the idea to the executive team, made the case, laid out the risks, costs, timeline, and what we’d need to pull it off. It wasn’t an easy sell. The owners were tied to the original logo and hesitant to make a big change, especially with so much growth happening. But I knew we had a narrow window and a huge opportunity.

Overview

At the end of 2021, LGCY Power was gearing up for major expansion. We were becoming a national player in the solar space and had just locked in a partnership to become the exclusive solar provider of the Utah Jazz. But our brand wasn’t ready for the spotlight.

When I joined the company, there was no real brand system in place. No guide, no rules, just a logo and a few colors that had been thrown together early on. It worked for a while, but it wasn’t built to scale. Not for trucks, not for stadium signage, not for national campaigns.

As Director of Marketing, I led a full rebrand from start to finish. I pitched the idea to the executive team, made the case, laid out the risks, costs, timeline, and what we’d need to pull it off. It wasn’t an easy sell. The owners were tied to the original logo and hesitant to make a big change, especially with so much growth happening. But I knew we had a narrow window and a huge opportunity.

Overview

At the end of 2021, LGCY Power was gearing up for major expansion. We were becoming a national player in the solar space and had just locked in a partnership to become the exclusive solar provider of the Utah Jazz. But our brand wasn’t ready for the spotlight.

When I joined the company, there was no real brand system in place. No guide, no rules, just a logo and a few colors that had been thrown together early on. It worked for a while, but it wasn’t built to scale. Not for trucks, not for stadium signage, not for national campaigns.

As Director of Marketing, I led a full rebrand from start to finish. I pitched the idea to the executive team, made the case, laid out the risks, costs, timeline, and what we’d need to pull it off. It wasn’t an easy sell. The owners were tied to the original logo and hesitant to make a big change, especially with so much growth happening. But I knew we had a narrow window and a huge opportunity.

Overview

At the end of 2021, LGCY Power was gearing up for major expansion. We were becoming a national player in the solar space and had just locked in a partnership to become the exclusive solar provider of the Utah Jazz. But our brand wasn’t ready for the spotlight.

When I joined the company, there was no real brand system in place. No guide, no rules, just a logo and a few colors that had been thrown together early on. It worked for a while, but it wasn’t built to scale. Not for trucks, not for stadium signage, not for national campaigns.

As Director of Marketing, I led a full rebrand from start to finish. I pitched the idea to the executive team, made the case, laid out the risks, costs, timeline, and what we’d need to pull it off. It wasn’t an easy sell. The owners were tied to the original logo and hesitant to make a big change, especially with so much growth happening. But I knew we had a narrow window and a huge opportunity.

Overview

At the end of 2021, LGCY Power was gearing up for major expansion. We were becoming a national player in the solar space and had just locked in a partnership to become the exclusive solar provider of the Utah Jazz. But our brand wasn’t ready for the spotlight.

When I joined the company, there was no real brand system in place. No guide, no rules, just a logo and a few colors that had been thrown together early on. It worked for a while, but it wasn’t built to scale. Not for trucks, not for stadium signage, not for national campaigns.

As Director of Marketing, I led a full rebrand from start to finish. I pitched the idea to the executive team, made the case, laid out the risks, costs, timeline, and what we’d need to pull it off. It wasn’t an easy sell. The owners were tied to the original logo and hesitant to make a big change, especially with so much growth happening. But I knew we had a narrow window and a huge opportunity.

Overview

At the end of 2021, LGCY Power was gearing up for major expansion. We were becoming a national player in the solar space and had just locked in a partnership to become the exclusive solar provider of the Utah Jazz. But our brand wasn’t ready for the spotlight.

When I joined the company, there was no real brand system in place. No guide, no rules, just a logo and a few colors that had been thrown together early on. It worked for a while, but it wasn’t built to scale. Not for trucks, not for stadium signage, not for national campaigns.

As Director of Marketing, I led a full rebrand from start to finish. I pitched the idea to the executive team, made the case, laid out the risks, costs, timeline, and what we’d need to pull it off. It wasn’t an easy sell. The owners were tied to the original logo and hesitant to make a big change, especially with so much growth happening. But I knew we had a narrow window and a huge opportunity.

Overview

At the end of 2021, LGCY Power was gearing up for major expansion. We were becoming a national player in the solar space and had just locked in a partnership to become the exclusive solar provider of the Utah Jazz. But our brand wasn’t ready for the spotlight.

When I joined the company, there was no real brand system in place. No guide, no rules, just a logo and a few colors that had been thrown together early on. It worked for a while, but it wasn’t built to scale. Not for trucks, not for stadium signage, not for national campaigns.

As Director of Marketing, I led a full rebrand from start to finish. I pitched the idea to the executive team, made the case, laid out the risks, costs, timeline, and what we’d need to pull it off. It wasn’t an easy sell. The owners were tied to the original logo and hesitant to make a big change, especially with so much growth happening. But I knew we had a narrow window and a huge opportunity.

Rebrand Launch Video

Challenge

The goal was to evolve the brand without losing its roots. We needed something clean, modern, and built to work across all mediums. It had to show up on trucks, uniforms, gear, digital, and print. We also had a tight timeline. The Jazz partnership meant we had just a few weeks to finalize and launch everything.

Challenge

The goal was to evolve the brand without losing its roots. We needed something clean, modern, and built to work across all mediums. It had to show up on trucks, uniforms, gear, digital, and print. We also had a tight timeline. The Jazz partnership meant we had just a few weeks to finalize and launch everything.

Challenge

The goal was to evolve the brand without losing its roots. We needed something clean, modern, and built to work across all mediums. It had to show up on trucks, uniforms, gear, digital, and print. We also had a tight timeline. The Jazz partnership meant we had just a few weeks to finalize and launch everything.

Challenge

The goal was to evolve the brand without losing its roots. We needed something clean, modern, and built to work across all mediums. It had to show up on trucks, uniforms, gear, digital, and print. We also had a tight timeline. The Jazz partnership meant we had just a few weeks to finalize and launch everything.

Challenge

The goal was to evolve the brand without losing its roots. We needed something clean, modern, and built to work across all mediums. It had to show up on trucks, uniforms, gear, digital, and print. We also had a tight timeline. The Jazz partnership meant we had just a few weeks to finalize and launch everything.

Challenge

The goal was to evolve the brand without losing its roots. We needed something clean, modern, and built to work across all mediums. It had to show up on trucks, uniforms, gear, digital, and print. We also had a tight timeline. The Jazz partnership meant we had just a few weeks to finalize and launch everything.

Challenge

The goal was to evolve the brand without losing its roots. We needed something clean, modern, and built to work across all mediums. It had to show up on trucks, uniforms, gear, digital, and print. We also had a tight timeline. The Jazz partnership meant we had just a few weeks to finalize and launch everything.

Process

pulled together a small team and we got to work. We researched competitors, created mood boards, explored font systems, colors, and logo marks. We worked in sprints, regrouped often, and refined quickly. I kept leadership involved along the way to make sure they felt heard and understood. That was key to getting buy-in.

We made every design decision with purpose. The new logo had meaning. The updated colors felt bold and recognizable. And everything was built with flexibility in mind, whether it was going on a hat, a van wrap, or a stadium screen.

Process

pulled together a small team and we got to work. We researched competitors, created mood boards, explored font systems, colors, and logo marks. We worked in sprints, regrouped often, and refined quickly. I kept leadership involved along the way to make sure they felt heard and understood. That was key to getting buy-in.

We made every design decision with purpose. The new logo had meaning. The updated colors felt bold and recognizable. And everything was built with flexibility in mind, whether it was going on a hat, a van wrap, or a stadium screen.

Process

pulled together a small team and we got to work. We researched competitors, created mood boards, explored font systems, colors, and logo marks. We worked in sprints, regrouped often, and refined quickly. I kept leadership involved along the way to make sure they felt heard and understood. That was key to getting buy-in.

We made every design decision with purpose. The new logo had meaning. The updated colors felt bold and recognizable. And everything was built with flexibility in mind, whether it was going on a hat, a van wrap, or a stadium screen.

Process

pulled together a small team and we got to work. We researched competitors, created mood boards, explored font systems, colors, and logo marks. We worked in sprints, regrouped often, and refined quickly. I kept leadership involved along the way to make sure they felt heard and understood. That was key to getting buy-in.

We made every design decision with purpose. The new logo had meaning. The updated colors felt bold and recognizable. And everything was built with flexibility in mind, whether it was going on a hat, a van wrap, or a stadium screen.

Process

pulled together a small team and we got to work. We researched competitors, created mood boards, explored font systems, colors, and logo marks. We worked in sprints, regrouped often, and refined quickly. I kept leadership involved along the way to make sure they felt heard and understood. That was key to getting buy-in.

We made every design decision with purpose. The new logo had meaning. The updated colors felt bold and recognizable. And everything was built with flexibility in mind, whether it was going on a hat, a van wrap, or a stadium screen.

Process

pulled together a small team and we got to work. We researched competitors, created mood boards, explored font systems, colors, and logo marks. We worked in sprints, regrouped often, and refined quickly. I kept leadership involved along the way to make sure they felt heard and understood. That was key to getting buy-in.

We made every design decision with purpose. The new logo had meaning. The updated colors felt bold and recognizable. And everything was built with flexibility in mind, whether it was going on a hat, a van wrap, or a stadium screen.

Process

pulled together a small team and we got to work. We researched competitors, created mood boards, explored font systems, colors, and logo marks. We worked in sprints, regrouped often, and refined quickly. I kept leadership involved along the way to make sure they felt heard and understood. That was key to getting buy-in.

We made every design decision with purpose. The new logo had meaning. The updated colors felt bold and recognizable. And everything was built with flexibility in mind, whether it was going on a hat, a van wrap, or a stadium screen.

Solution

We landed on a refreshed brand that felt true to LGCY, but ready for what was next. It included a scalable logo mark, simplified color palette, clean typography, and a full brand system. It finally gave us the foundation we needed to look and feel like a real national brand.

Solution

We landed on a refreshed brand that felt true to LGCY, but ready for what was next. It included a scalable logo mark, simplified color palette, clean typography, and a full brand system. It finally gave us the foundation we needed to look and feel like a real national brand.

Solution

We landed on a refreshed brand that felt true to LGCY, but ready for what was next. It included a scalable logo mark, simplified color palette, clean typography, and a full brand system. It finally gave us the foundation we needed to look and feel like a real national brand.

Solution

We landed on a refreshed brand that felt true to LGCY, but ready for what was next. It included a scalable logo mark, simplified color palette, clean typography, and a full brand system. It finally gave us the foundation we needed to look and feel like a real national brand.

Solution

We landed on a refreshed brand that felt true to LGCY, but ready for what was next. It included a scalable logo mark, simplified color palette, clean typography, and a full brand system. It finally gave us the foundation we needed to look and feel like a real national brand.

Solution

We landed on a refreshed brand that felt true to LGCY, but ready for what was next. It included a scalable logo mark, simplified color palette, clean typography, and a full brand system. It finally gave us the foundation we needed to look and feel like a real national brand.

Solution

We landed on a refreshed brand that felt true to LGCY, but ready for what was next. It included a scalable logo mark, simplified color palette, clean typography, and a full brand system. It finally gave us the foundation we needed to look and feel like a real national brand.

Outcome

The rebrand rolled out in time for our debut at Utah Jazz games. Our new identity was on full display inside the Delta Center, on a fleet of vehicles across the country, and in every campaign we launched.

The feedback was immediate. Reps were proud to rep the brand. Customers noticed. And the same execs who were unsure at first said it was one of the best decisions we made. They could finally see what had been missing and how much stronger we showed up with a brand built the right way.

Outcome

The rebrand rolled out in time for our debut at Utah Jazz games. Our new identity was on full display inside the Delta Center, on a fleet of vehicles across the country, and in every campaign we launched.

The feedback was immediate. Reps were proud to rep the brand. Customers noticed. And the same execs who were unsure at first said it was one of the best decisions we made. They could finally see what had been missing and how much stronger we showed up with a brand built the right way.

Outcome

The rebrand rolled out in time for our debut at Utah Jazz games. Our new identity was on full display inside the Delta Center, on a fleet of vehicles across the country, and in every campaign we launched.

The feedback was immediate. Reps were proud to rep the brand. Customers noticed. And the same execs who were unsure at first said it was one of the best decisions we made. They could finally see what had been missing and how much stronger we showed up with a brand built the right way.

Outcome

The rebrand rolled out in time for our debut at Utah Jazz games. Our new identity was on full display inside the Delta Center, on a fleet of vehicles across the country, and in every campaign we launched.

The feedback was immediate. Reps were proud to rep the brand. Customers noticed. And the same execs who were unsure at first said it was one of the best decisions we made. They could finally see what had been missing and how much stronger we showed up with a brand built the right way.

Outcome

The rebrand rolled out in time for our debut at Utah Jazz games. Our new identity was on full display inside the Delta Center, on a fleet of vehicles across the country, and in every campaign we launched.

The feedback was immediate. Reps were proud to rep the brand. Customers noticed. And the same execs who were unsure at first said it was one of the best decisions we made. They could finally see what had been missing and how much stronger we showed up with a brand built the right way.

Outcome

The rebrand rolled out in time for our debut at Utah Jazz games. Our new identity was on full display inside the Delta Center, on a fleet of vehicles across the country, and in every campaign we launched.

The feedback was immediate. Reps were proud to rep the brand. Customers noticed. And the same execs who were unsure at first said it was one of the best decisions we made. They could finally see what had been missing and how much stronger we showed up with a brand built the right way.