Joulez
Branding built from scratch for Joulez Energy. A visual identity that moves from a distinctive symbol into physical and digital spaces.
Give a new energy its own form
Joulez Energy is an initiative within the Joulez universe. It needed an identity of its own to introduce the venture and build recognition from the first points of contact.
The branding for Joulez Energy was developed from scratch. The challenge was to express energy, innovation and a forward-looking perspective while maintaining a clear relationship with the parent brand. It also had to work in digital and physical environments.
Energy as a visual language
A lightning symbol concentrates the idea of energy into a direct, distinctive form. Its diagonal creates direction and tension; it can sign a piece, organise a layout or become a frame for imagery.
Dark surfaces, white and violet create strong contrast. Geometric typography provides a clear counterpart to the symbol, while imagery introduces the idea of a sustainable future. The identity is designed as a language rather than a logo used in isolation.
Recognisable at every scale
The symbol, wordmark, colour and diagonal compositions each have a job: identify, structure, contrast or give a message more presence. These elements can be recombined without changing the principles that make Joulez Energy recognisable.
Fabric applications show how the identity can be reduced to a compact mark. Stationery allows a more extensive hierarchy. Both remain connected to the same system, providing a basis for new applications as the initiative develops.
From the hand to the street
On mobile screens, the lightning shape and image come together in a vertical composition. In outdoor and spatial mockups, the same diagonal and contrast support recognition at a larger scale and from a greater distance.
The examples are visualisations of how the identity can be applied across touchpoints. They demonstrate the reach of the design system rather than claiming that each mockup represents a launched campaign or a measured commercial result.
An identity ready to extend
The project produced an identity for Joulez Energy and a repertoire of potential applications: textiles, print, screens, outdoor communication and spaces. The same core idea can take different forms while remaining recognisable.
This is the value of a brand system: it gives future pieces design criteria instead of requiring a new visual solution for every surface. The final applications show how the identity can evolve while keeping its own expression.
Project and responsibilities
- Client
- Joulez Energy
- Scope
- Branding from scratch, visual identity, art direction and brand applications.
- Credits
- Creative direction and design: Jesús Morillo. Work developed within an agency team and presented as professional experience of Treees’ founder.
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