Reimagining the LPE Brand for a Brighter Future

Working alongside the Head of Marketing, I led the visual identity design for Locality Planning Energy (LPE) as it repositioned itself in the competitive Queensland retail electricity market. We kept the current logo, but the rebrand set out to establish LPE as the smarter, friendlier, and more sustainable energy provider - a trusted leader ready to grow its retail presence.

As Brand Designer, I developed a comprehensive identity system that reflected both innovation and approachability. The colour palette was inspired by Queensland’s iconic landscapes - deep ocean blue anchoring the brand while electric blue, sunshine yellow, and rainforest green conveyed vibrancy and sustainability. This balance allowed the brand to feel both grounded and future-focused.

Photography guidelines reinforced this positioning with natural light, warm sunlit tones, and authentic local settings - beaches, gardens, and open fields - featuring real people and families. This storytelling approach not only resonated with LPE’s demographic but also projected optimism and a brighter energy future.

The result was a brand identity that clearly differentiated LPE, aligning visual language with strategic goals, and elevating its reputation as a modern, customer-focused energy company committed to sustainability.