Inspire Clean Energy

Inspire is a clean-energy company: a flat monthly subscription for renewable power instead of a fossil-fuel utility bill. Founded in 2014, a certified B Corp. Greg joined in 2016 as the first designer and built the in-house design studio.

By 2020, Inspire had outgrown the identity it launched with. The company was scaling fast, and the brand needed to grow up with it. New leadership wanted a full rebrand, and Greg led it.

Greg had named the original asterisk the Lumen, a unit of light's intensity. The rebrand evolved it into the Photon, a particle that carries energy. The form came from a real scientific first: the world's first hologram of a single photon (University of Warsaw, 2016). Greg mapped its four-fold symmetry into a constructed mark and a full identity system.

A brand built to carry Inspire into its 2021 acquisition by Shell, with a system that scaled across product, marketing & sales.