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1st Choice Energy†
A residential propane brand carved out of a cooperative parent, without cutting the tie back.
The problem
A residential energy brand living inside an agricultural cooperative. It needed to read as its own company to homeowners while still borrowing the parent’s credibility.
What we did
A distinct identity built by deliberately inverting the parent system: the typefaces flipped, a different palette, pill buttons, and a separate email standard. Then a site and a bridge line that names the parent without leading with it.
- Span
- 2024–
- Disciplines
- Identity, Website, Email standard
- Role
- Principal-led, concept through production
In-house work led by our principal at Heritage Cooperative.