Community
Energy Labs.

Ensuring Community is at the Heart of the Energy Transition.

Background

Community Energy Labs (CEL) is a woman-owned provider of modern building control systems. They focus on providing accessible, affordable tools that the most essential buildings in our communities can use to improve energy management and pursue decarbonization targets. Their mission to transform energy consumption for municipalities, universities, schools, and hospitals–commonly known as the MUSH market–means that they’re at the forefront of driving sustainable change. By making it easier for the owners and managers of these essential community buildings to reduce their carbon footprints and improve energy efficiency, CEL is having an impact on the climate crisis.

Challenge

As CEL looked to expand its impact, they needed a brand identity that spoke to the distinct needs of their market while conveying their characteristically accessible approach. The goal was to create something that could attract talent, draw in investors, and establish trust with potential customers. This required a careful balancing act: the result had to be approachable and inviting for community building owners, but still have the professional polish necessary to build trust and secure partnerships in the MUSH market. They also needed that brand to be activated and extended through key touchpoints like their website and marketing materials.

Solution

Alder’s strategy and creative teams collaborated with CEL to develop a distinctive brand identity that reflects the company’s mission and resonates with each segment of their diverse audience. At its core, Alder hand-lettered a custom logo that conveys the brand’s friendly nature while maintaining a high-level of polished professionalism–the combination that sets CEL apart in the energy tech space.

Alder supplemented the visual identity by creating an extensive image library to showcase the environments where CEL’s customers live and work and foster a sense of connection and relevance. The brand messaging Alder created to complement the imagery is clear and concise, emphasizing CEL’s expertise while including third-party endorsements to further build credibility and trust with their audience.

With this foundation in place, Alder started building out the full structure of the brand. The website Alder designed and developed highlights CEL’s personality by delivering complex information in simple, accessible ways. Alder carried this same tonality into an array of collateral, ensuring that whether a potential customer met CEL via event signage, promotional flier, or sales deck, the brand’s unique character would shine through.

Results

Alder’s work with CEL had had an immediate–and substantial–impact. After debuting their fresh, highly compelling brand, CEL quickly secured spots in leading climate tech accelerator and incubator programs. Their rising recognition in the industry and newfound visibility helped them attract significant seed funding and grants, which gave them the runway to further develop their solutions.

Moreover, the brand identity helped CEL win over pilot customers, accelerating their growth in the MUSH market. The blend of approachable, trustworthy visuals and clear, straightforward messaging has positioned CEL as a leader in building control solutions, propelling their mission to make decarbonization accessible for all.

CEL’s brand identity reflects the company’s core values while engaging key stakeholders and opening doors to new opportunities.