Xcel Energy Xcel Energy Xcel Energy Xcel Energy Xcel Energy Xcel Energy Xcel Energy Xcel Energy Xcel Energy Xcel Energy Xcel Energy Xcel Energy Xcel Energy Xcel Energy Xcel Energy Xcel Energy Xcel Energy Xcel Energy Xcel Energy Xcel Energy Xcel Energy Xcel Energy Xcel Energy Xcel Energy Xcel Energy
My role was to make the brand work harder across every communication touchpoint—from large-scale campaigns and digital products to local events. I focused on building a system that could carry complex infrastructure stories and still leave enough room for each community to feel seen.
- Nikita BaBichev, Creative Lead
Challenge
REFRAMING THE BRAND
Xcel Energy needed to feel less like infrastructure in the background and more like a visible part of everyday life. The direction shifted the story toward people, communities and the role energy plays in keeping them moving.
Approach
BUILDING THE SYSTEM
The positioning became a flexible visual system across typography, color, photography, illustration and motion. Each element was designed to work consistently across campaigns while leaving enough room for different messages, formats and audiences.
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Extension
MAKING IT LOCAL
A national-scale system still had to feel relevant state by state and community by community. Local imagery, regional stories and adaptable campaign elements helped the work feel specific without creating a different brand every time.
New design helped us turn community programs into something people could actually recognize, understand and engage with. From event materials and apparel to local social content, the work gave each initiative a clear, welcoming presence while still feeling connected to the larger Xcel Energy brand.
– Elsa R., Community Relations Manager
Activation
CONNECTING TOUCHPOINTs
The same visual language extended into websites, dashboards, mobile experiences, social content and customer communications. The goal was to make the brand feel connected whether someone was seeing a campaign, checking usage or managing their account.
Impact
Power in Practice
6
Customer-facing communication channels
97%
On-time delivery
+35%
Reduction in production time from the Xcel Customer Clarity System
