American Terawatt

Brand identity & digital

About

An identity for America’s industrial future.

American Terawatt brings a national transmission ambition into focus. This project spans the brand strategy, visual identity, art direction and the design and build of its brand hub.

My role: Brand strategy, logo & identity design, art direction, brand hub design & build
Discipline: Strategy, Identity, Art direction, Digital

The work connects a typographic identity with industrial imagery: transmission lines, fabrication plants, data centers and the landscapes around them. Earth tones and a sharp yellow accent carry across the system.

This selection brings together identity assets from the brand hub and application studies from the master design file. Animated presentation sheets bring the system together; the hub makes its assets available in one place.

Primary monogram, open monogram, wordmark, stacked and block lockups, and tertiary mark.

Amwatt — the official secondary short logo.

Primary geometric monogram — Primary monogram / Liberty illustration study from the master file.

Primary monogram / Liberty illustration study from the master file.

The system

An identity with room to move. Marks, typography, color and imagery carry across the industrial world of American Terawatt.

Infrastructure Earth — the full nine-color palette, with names and values from the brand hub.

Untitled Sans in Light, Regular, Medium and Bold. The actual type family used across the system.

The industrial world

From the landscape to the factory floor. A shared visual language connects the places that generate, carry and use power.

American Terawatt artwork 014 — Ten industrial and landscape images from the retained master assets.

American Terawatt artwork 015 — Ten industrial and landscape images from the retained master assets.

Semiconductor fabrication · industrial imagery — A closer look — fabrication, data centers and pipework.

Data center · industrial imagery — A closer look — fabrication, data centers and pipework.

National network map — Network imagery from the master design file.

American Terawatt artwork 048 — Fifteen retained banner compositions — imagery, wordmarks and headlines across the application studies.

American Terawatt artwork 212 — Fifteen retained banner compositions — imagery, wordmarks and headlines across the application studies.

Pipeline banner · application study — Selected banner studies, shown at full width.

Transmission banner · application study — Selected banner studies, shown at full width.

Conference banners

The identity at event scale. The production banner, followed by nine explorations in type, color and industrial imagery.

American Terawatt artwork 01 — Nine conference-banner explorations from the brand hub.

American Terawatt artwork 02 — Nine conference-banner explorations from the brand hub.

Conference banner · exploration 01 — Explorations 01–09. Open any banner to inspect the full-resolution artwork.

Conference banner · exploration 02 — Explorations 01–09. Open any banner to inspect the full-resolution artwork.

Business card artwork from the brand hub.

Utility pole poster study — Two poster studies from the master file.

Vertical landscape poster — Two poster studies from the master file.

Amwatt street banner · application exploration — Amwatt street-banner exploration and its streetscape context.

Flag on the street — Amwatt street-banner exploration and its streetscape context.

Muted olive texture — Olive texture and light studies.

Bright olive texture — Olive texture and light studies.

The brand, live.

The identity moves from the brand system to the public website. A national network map leads into the industries it serves, with the typography, palette and imagery carrying across desktop and mobile.

American Terawatt website · mobile industry

Designing the tools, too.

I use AI to build custom tools for producing brand assets. Gradient Studio gives me direct control over the Amwatt palette: move fields of color, shape the light, and tune the texture. Josh Puckett’s DialKit powers the adjustment panels, so I can fine-tune spread, softness, rotation and grain while seeing the result on the canvas. Saved designs and PNG exports turn those explorations into a repeatable way to make new graphics.

Gradient Studio · canvas, theme library and design controls — Built with AI, tuned by hand. Gradient Studio combines a palette-based theme library, direct canvas controls and adjustment panels powered by Josh Puckett’s DialKit.

Signal · Gradient Studio output — Signal, Blue hour and Strata. Three outputs from the same palette and controls.

Blue hour · Gradient Studio output — Signal, Blue hour and Strata. Three outputs from the same palette and controls.

A home for the brand

The system lives in a brand hub I designed and built. Logos, colors, typography, imagery and application files, together in one place.

The working brand hub, shown through its actual screens.

The brand hub, presented in the selected monitor mockup.

From a search area to a shortlist.

Site research begins by defining where to look. I designed and built a workspace that lets the team set a search radius, filter nearby infrastructure, and save promising candidates to a shortlist. A connected map, results list and detail panel keep each candidate in context. From there, the full record brings its location, project information and sources together for a closer look.

Site research · radius search results — 01 / Define the search. Set a center point and radius, then use filters to focus the nearby candidates. Shown: a 50-mile search around Scarlet Solar’s displayed location.

Site research · Scarlet Solar workspace — 02 / Build a shortlist. Save candidates for follow-up, then compare them in context. Scarlet Solar is selected here, with its map position, capacity, status and queue details alongside the shortlist.

Site research · Scarlet Solar full record — 03 / Investigate the candidate. Open Scarlet Solar’s full record to review its overview, location and supporting project information. Team notes are omitted from these captures.

Designed with the people doing the research.

I owned product and UX design, visual design, and development. My engineering partner owned data quality and helped me understand what the research needed to support. We developed the requirements together, connecting that domain knowledge to the interface and the way information is organized.

Transmission towers in a golden landscape