Powerful messaging for the nation's leading competitive energy provider

Project Intro

Having developed a striking new visual identity for its family of companies, Exelon sought CMYK for its praxis- applying new approaches to color, type, and visual motifs in a variety of applications. From internal presentation templates, to philanthropic outreach materials, to employee engagement collateral, we revised existing resources and created new ones with an energetic flair.


An exelon wave motif formed a basis for textural interest, both in static and animated applications. A color hierarchy where palette also indicated a hierarchy of importance created more concise, comprehensible messaging.

Special initiatives towards DEI-focused ERGs, community outreach, and humanitatian partnerships were accented with human-centered imagery.

As such a large company with many subsidiaries, the breadth of application of this new design framework required intuitive adaptations. Through canny and precise use of the brand system, we used the touchstones of the company’s updated identity to show its people, impact, and communicate its objectives clearly.

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