JSR Strategies led a highly collaborative and strategic process with MCE’s staff and stakeholders, developing and testing over 15 moodboards to shape and refine the brand’s identity. Through this thoughtful approach, JSR delivered a refreshed color palette, modern logo, and clear voice that position MCE as a bold, innovative leader in clean energy. The resulting brand standards not only elevate MCE’s public presence but also streamline future marketing and communications—ensuring consistency and trust across all elements.
Clean Energy Branding
MCE
Branding
Goal
Our primary objective was to create an updated brand identity that communicated MCE’s leadership and commitment to clean energy, including the following key elements:
- Visual Cohesion: Develop a refined color palette, updated logo, and consistent typography.
- Brand Guidelines: Establish clear, user-friendly documentation on voice, tone, and design standards for ongoing and future campaigns.
- Stakeholder Alignment: Engage internal teams and external partners through surveys, focus groups, and brand input sessions to ensure broad support for the new brand direction.
Purpose
MCE, the first Community Choice Aggregator (CCA) in California, serves over a million residents and businesses across four Bay Area counties with clean, locally-controlled electricity. Despite its significant role in combating climate change, MCE’s existing brand needed cohesion and consistency. The organization wanted a refreshed brand identity—one that would align with its goal of positioning MCE as a national leader in equitable electrification and climate solutions. Involving multiple stakeholders, the rebrand process required a comprehensive approach ensuring MCE’s diverse audience would easily recognize and trust its forward-thinking mission.
Brand Identity
