Cherry Street
Branding
Cherry Street
Branding
Information
Since 2015, Cherry Street Energy has been at the forefront of renewable power innovation—building scalable solar solutions that help institutions, cities, and communities transition toward a cleaner future. As the company expanded its reach and influence, it recognized the need for a unified identity that could reflect both its technical sophistication and its mission-driven purpose. The rebrand came at a pivotal moment: Cherry Street was no longer a promising startup but an emerging authority in the renewable energy market, ready to communicate with greater confidence and clarity.
Visual Identity System
We designed a cohesive visual identity system that expressed Cherry Street’s role as a leader in clean technology and sustainable infrastructure. The system began with a reimagined logo mark—symbolizing connection, flow, and the transformative power of solar energy—supported by a flexible typographic structure and a vibrant, yet grounded, color palette. Together, these elements formed the foundation for a brand that feels intelligent, optimistic, and human.
A comprehensive brand book captured the new visual and verbal language, establishing clear rules and expressive possibilities across every medium. It served as both a reference and a rallying point—aligning teams around a shared vision and ensuring the identity could evolve consistently as the company scaled.
Brand Launch
The new identity debuted through a company-wide launch event designed to celebrate Cherry Street’s evolution and future ambitions. The rollout included a presentation of the refreshed identity, a brand film and motion toolkit, and a suite of launch materials—from apparel and merchandise to digital communications —inviting employees and partners to embody the brand’s renewed purpose. The event marked a symbolic and strategic shift: a move from a promising solar startup to a confident, purpose-driven energy company shaping the next era of sustainability.
The new identity debuted through a company-wide launch event designed to celebrate Cherry Street’s evolution and future ambitions. The rollout included a presentation of the refreshed identity, a brand film and motion toolkit, and a suite of launch materials—from apparel and merchandise to digital communications—inviting employees and partners to embody the brand’s renewed purpose. The event marked a symbolic and strategic shift: a move from a promising solar startup to a confident, purpose-driven energy company shaping the next era of sustainability.
What We Did
01
Logo System
02
Typography System
03
Naming
04
Iconography
05
Messaging Framework
06
Brand Book
07
Copywriting
08
Animation
09
Brand Launch
Team
Client: Cherry Street Energy
Agency: IfThen
Executive Creative Director: Jack Whitman
Strategist: Christina Del Rocco
Copywriter: Laura Silverman
Senior Designer: Julie Sharpe
Project Manager: Mollie Santanello
Since 2015, Cherry Street Energy has been at the forefront of renewable power innovation—building scalable solar solutions that help institutions, cities, and communities transition toward a cleaner future. As the company expanded its reach and influence, it recognized the need for a unified identity that could reflect both its technical sophistication and its mission-driven purpose. The rebrand came at a pivotal moment: Cherry Street was no longer a promising startup but an emerging authority in the renewable energy market, ready to communicate with greater confidence and clarity.
Visual Identity System
We designed a cohesive visual identity system that expressed Cherry Street’s role as a leader in clean technology and sustainable infrastructure. The system began with a reimagined logo mark—symbolizing connection, flow, and the transformative power of solar energy—supported by a flexible typographic structure and a vibrant, yet grounded, color palette. Together, these elements formed the foundation for a brand that feels intelligent, optimistic, and human.
A comprehensive brand book captured the new visual and verbal language, establishing clear rules and expressive possibilities across every medium. It served as both a reference and a rallying point—aligning teams around a shared vision and ensuring the identity could evolve consistently as the company scaled.
Brand Launch
The new identity debuted through a company-wide launch event designed to celebrate Cherry Street’s evolution and future ambitions. The rollout included a presentation of the refreshed identity, a brand film and motion toolkit, and a suite of launch materials—from apparel and merchandise to digital communications—inviting employees and partners to embody the brand’s renewed purpose. The event marked a symbolic and strategic shift: a move from a promising solar startup to a confident, purpose-driven energy company shaping the next era of sustainability.
What We Did
01
Logo System
02
Typography System
03
Naming
04
Iconography
05
Messaging Framework
06
Brand Book
07
Copywriting
08
Animation
09
Brand Launch
Team
Client: Cherry Street Energy
Agency: IfThen
Executive Creative Director: Jack Whitman
Strategist: Christina Del Rocco
Copywriter: Laura Silverman
Senior Designer: Julie Sharpe
Project Manager: Mollie Santanello
