Hess Green Energy
More than a color, green is a way
of life for this business.
Design firm: KCSA Strategic Communications
Energy marketing company Hess is a leading provider
of fuel oil, natural gas and electricity on the
East Coast. But when Hess began offering a suite of
green energy solutions, the company wanted to tell
customers that Hess could help them accomplish
financial and environmental goals. To convey that,
KCSA Strategic Communications decided playing
up the green color palette was the natural choice.
“Stylistically, the Hess brand is rooted in simplicity,
the strong use of a highly limited color palette
and a clear typographic style,” says KCSA creative
director Margaret Wiatrowski. “In terms of a brand
ideology, Hess maintains its vision with six core
brand values: integrity, people, performance, social
responsibility, independent spirit and value creation.”
Since clean, simple composition is at the core of
Hess’ brand guidelines, KCSA was careful to make
sure the materials contained no visual clutter by
using open, streamlined layouts. Working with a limited
color palette, the firm chose the lighter of two
colors outlined in Hess’ brand standards and used it
throughout the materials to reinforce the brand and
create consistency across a variety of pieces.
“The paper used to print the materials is made
from 100-percent recycled postconsumer fiber, manufactured
with wind-generated energy and printed at
a Forest Stewardship Council-certified printer,” notes
Wiatrowski. “Because the product is based on supporting
renewable energy sources through green purchases,
our team was inspired by the idea of renewal,
which resulted in the creation of graphic elements
based on circular shapes—and most visibly, a hybrid
icon influenced by recycling and infinity symbols.”
“The symbol, which contains two circular
spaces, represents the benefits offered by the product
to both businesses and the environment. Throughout
the brochure, direct mail and advertisements created
for the product, the symbol was used as a core
design element that also, in its evolution, contained
representative photography such as wind and solar
energy,” says Wiatrowski.
KCSA Strategic Communications
Creative director: Margaret Wiatrowski
Graphic designer: Kris Tsao
Client: Hess Corporation
Contact: www.kcsa.com
