Developed a scalable identity system balancing local coalition autonomy with cohesion across the broader Clean Cities and Communities network.

Applied a stakeholder-driven design process to build alignment early, reduce scope creep, and ensure the identity would resonate across the U.S. Department of Energy, national labs, and coalition partners.

• Stakeholder discovery: Co-led kickoff meeting with DOE leadership, national lab staff, and communicators to identify the program’s defining qualities, strategic priorities, and long-term goals. Researched adjacent organizations to position the identity distinctly within the clean transportation landscape.

• Brand attributes and co-design: Collaborated with stakeholders to define four core brand attributes—transformative, inclusive, connected, and credible—then used a feasibility/viability/desirability framework to evaluate concepts collaboratively and avoid late-stage revisions.

• Scalable identity system: Shifted the visual language toward more abstract forms that could represent the program’s expanded mission while supporting future growth across initiatives and communication channels.

• Sub-brand architecture: Extended the identity system to coalition and program-level applications, creating a consistent framework that unified 75+ coalitions under a shared visual identity while giving each a clear, legible way to represent their geography or focus area.