Cross Energy
- Client
- Cross Energy
- Discipline
- Branding, brand strategy and art direction
- Year
- 2026
- Art direction and design
- Alexandre Wake
- Project management
- Tassiana Costa
- Client and approval
- Humberto Farias
Cross Energy is an energy technology company focused on improving the efficiency of existing infrastructure. The project positions the brand as an engineering company, not simply another renewable energy provider.
The challenge
Its solution combines photovoltaic generation, storage, an inverter and a proprietary control layer. The brand needed to explain this technology to investors, industrial partners and customers without relying on generic energy-sector codes.
My role
I worked as Lead Designer across brand strategy, positioning, identity and art direction. The system was applied to commercial presentations, institutional communication, physical products, digital interfaces and international materials.
Decisions
The idea
Energy, engineered for efficiency captures the central shift in perception: Cross Energy does not generate more energy, it enables available energy to perform better.
The symbol originated from the container that houses the solution. Its geometry combines three ideas: the product, a battery and the letter C. Together, they create a technical signature directly connected to the business.
The system
Black, white and yellow create a robust, recognizable presence. Typography, grid, data and photography organize technical content without oversimplifying the product.
The result is an identity designed to communicate engineering, scale and real-world application across multiple touchpoints.
Pieces
