U.S. Department of Energy
Energizing a Brand for a Bright Future
Client Overview
The U.S. Department of Energy’s (DOE) mission is to ensure America’s security and prosperity by addressing its energy, environmental, and nuclear challenges through transformative science and technology solutions.
Activities & Deliverables
Primary and secondary brand research
DOE brand strategy with brand architecture
Brand identity and guidelines
Brand launch and activation plan
Brand training
Logo reveal video and sonic brand
DOE merch store concepts
Internal launch swag concepts
Communications toolkit
Social media launch plan
What We Did
The DOE’s Office of Public Affairs (PA) wanted to refresh the agency’s brand to illustrate its role as a champion of our nation’s energy economy, a protector of energy security, and a leader in clean, affordable energy solutions and innovative scientific discoveries.
Discovering the Essence of the New Brand
LMD conducted primary research, including in-depth interviews and focus groups, to gather insights and feedback from DOE employees and key stakeholders to determine a way forward for the new brand. Additionally, the team conducted secondary research to analyze peer or inspirational brands/agencies, how external factors affect the organization’s performance. LMD also undertook a brand audit to understand how the Department was currently represented in its existing brand.
“That was such a refreshing and exciting meeting. I am so impressed. Big thank you to team LMD. You all have been doing an incredible job from the start. We’re so fired up!”
A Visual and Sonic Brand
Using the collected data, LMD created a modern, eye-catching logo that reflected DOE’s past and future and positioned DOE as “One Agency.” But visuals weren’t the limit–a sonic brand added to the experience of the Department of Energy.
Launching a Refresh
LMD developed a comprehensive brand strategy with messaging, brand architecture, brand values, and archetypes; and promoted the brand with a logo reveal video, merch, social media, and brand training to create organizational unity.
