"X-Energy" 
THE BRIEF

X‑Energy is redefining nuclear energy with a focus on planet- and people-first reactor and fuel design.

Our mandate was to bring the brand up to speed - translating advanced nuclear technology into a visual and verbal identity that felt modern, accessible, and consumer-friendly, without diluting credibility.

Built entirely from the ground up, the work spanned look and feel, wordmarks, logos, social presence, and landing pages - a complete brand system designed to make the future of clean energy feel tangible and optimistic.

A person walking in front of a large illuminated wall that displays the words 'X•ENERGY' and a stylized 'X' logo.

The first challenge was alignment. X-Energy’s existing logos varied across its three sub-brands, and the colour system lacked cohesion.

Our task was to establish consistency without losing warmth. Leaning into an organic, consumer-friendly direction the client responded to, we explored two refined colour palettes and two new logo directions alongside the existing marks - pressure-testing the system before locking it in.

INITIAL DESIGN DIRECTION

A collage of various marketing and advertisement images featuring vibrant colors, text, and graphics promoting brands, products, and concepts related to innovation, sustainability, and health. 
EXISTING LOGO + ENERGETIC CONSUMER TEAL
Abstract digital artwork featuring flowing green curved lines with a black X symbol overlay in the center. 
NUCLEAR ORGANIC LOGO + ENERGETIC CONSUMER TEAL
An aerial view of ocean waves crashing, with a white logo of intertwined loops and a heart shape in the center.
Overhead view of dense green forest with the text 'X-Energy' in the center and a small logo beneath it.
A collage of various digital advertising displays, branding visuals, tech product mockups, and promotional materials showcasing modern design and marketing campaigns across technology, entertainment, and environmental themes. 
FUTURISTIC & MODERN LOGO + PASTEL PALETTE
An abstract background with vertical gradient stripes in pink, yellow, and orange hues, featuring a white geometric logo in the center. 
EXISTING LOGOs
Close-up of a black object with a blue X symbol on a white background.
Logo with the word 'TRISO' and a blue and black circular design.

Next, we focused on refining the brand’s core identifiers - exploring logo, symbol, and wordmark directions to define the right visual language.

We tested alternatives to the existing symbol to clarify what should lead the brand forward. Earlier concepts - including the more overtly Nuclear Organic and Futuristic routes - helped set boundaries, but ultimately fell short.

From a broad exploration, we curated a focused set of final directions aligned to X-Energy’s goals, balancing credibility, accessibility, and long-term flexibility.

SYMBOL

We ultimately retained the original symbol and refined the wordmark to feel distinctly bespoke.

From there, the system was extended across X-Energy’s sub-brands - including fuel and generator divisions - with both horizontal and stacked configurations to ensure flexibility across applications.

WORDMARK

TEXTURES & ICONOGRAPHY

I built a robust photography library grounded in the new brand guidelines, sourcing and curating imagery designed for long-term, flexible use across the brand.

Alongside this, we developed a supporting library of icons and graphic elements - ensuring the visual system was cohesive, extensible, and ready to scale across teams and applications.

Textures
ICONOGRAPHY

FINAL COLOURWAY SEARCH

I explored the colour palette, testing multiple refined directions grounded in the meaning and symbolism of each colour.

The final selection was driven by clarity and intent - reinforcing the brand’s values while remaining flexible across applications.

COLOURWAY ONE: SUN & SEA
COLOURWAY TWO: PROMISE
COLOURWAY THREE: UNITY
COLOURWAY four: aurora
COLOURWAY four: TRANQUILITY, SAFETY AND INNOVATION
COLOURWAY FIVE: TODAY, TOMORROW, THE UNKNOWN

FINAL

With the core brand elements approved, then came the rollout of the final system - building a Figma-based library packed with reusable components, print-ready assets, social content, and presentation templates.

The result was a flexible, production-ready brand toolkit designed to scale across teams and channels.

Large illuminated digital sign displaying the word 'X·ENERGY' with a colorful, abstract background, located on an indoor wall above escalators.
Four X-energy digital advertisement posters, each with a background of natural landscapes and a central 'X' design, with the tagline 'Solving for what's next.'
Silhouettes of travelers walking with rolling luggage past an illuminated advertisement for X:Energy at an airport. The ad features a gradient background and the words "Transformative energy technology to fuel the future of humanity," with the websit
Large presentation screen in a dark auditorium featuring a gradient background with the text 'X-ENERGY' in the top left corner and a slogan underneath that reads 'Powering human ambition wherever it leads.' Rows of empty chairs are arranged facing th
Collection of four digital designs featuring the brand 'X. ENERGY' with abstract backgrounds, geometric shapes, and placeholder text.
Screenshots of a mobile app interface showing promotional content for X-Energy, with the left image displaying a misty mountain landscape and the right image showing a sunset over water, both featuring the X-Energy logo and website.
A modern digital display screen in an indoor public space showing a white geometric logo against a gradient background with teal, yellow, and orange hues. There are people walking in the background, and a plant is visible on the left side.
Two digital advertising screens in a train station, one displaying the message 'Solving for what's next.' and the other showing the word 'ENERGY' in bold letters with a gradient background.
Four pages of a magazine or brochure with a black background, white and dark blue text, images of the moon, researchers in hard hats, a solar panel, and space stars, discussing energy topics.
Infographic with technical diagram of a machine, split into two sections with different color schemes, showing labeled parts and data charts.
Business card with the logo 'X:ENERGY' on a gradient background and contact information for J. Clay Sell on a white background, both cards casting shadows on a textured grey surface.
An open document titled 'Executive Summary' on a gray surface, with a colorful landscape image on the left page and text on the right page.
A smartphone with a dark screen displaying a colorful 'X' logo, placed on a wooden surface, casting a shadow to the right.
Large billboard advertisement for X-Energy on a city street, featuring a minimalist white X logo on a gradient background, with the website 'x-energy.com' and the company name 'X-ENERGY' at the bottom.