CASE STUDY / BRAND IDENTITY
Recharge
Recharge
As the infrastructure for global subscription brands, Recharge requires a visual language of absolute clarity. This identity utilizes fundamental building blocks like grids and rectangles to bring order to the chaos of eCommerce, signaling stability and seamless merchant integration.
As the infrastructure for global subscription brands, Recharge requires a visual language of absolute clarity. This identity utilizes fundamental building blocks like grids and rectangles to bring order to the chaos of eCommerce, signaling stability and seamless merchant integration.
ROLE
Art Direction
Brand Identity
Logo Design
One mark, built to hold the whole system.
This is where I started. I built the Recharge mark from foundational geometric shapes, the same building blocks the brand uses to talk about itself. Pairing a streamlined 'r' icon with this modular system gave the identity a connected, technical clarity that scaled from a favicon to a stage backdrop, and it's the foundation everything since has built on.
This is where I started. I built the Recharge mark from foundational geometric shapes, the same building blocks the brand uses to talk about itself. Pairing a streamlined ‘r’ icon with this modular system gave the identity a connected, technical clarity that scaled from a favicon to a stage backdrop.
This is where I started. I built the Recharge mark from foundational geometric shapes, the same building blocks the brand uses to talk about itself. Pairing a streamlined ‘r’ icon with this modular system gave the identity a connected, technical clarity that scaled from a favicon to a stage backdrop, and it’s the foundation everything since has built on.
THE CHALLENGE
Recharge had won. That was the problem.
Recharge had won.
That was the problem.
Recharge had won. That was
the problem.
By the time Recharge's brand was ready for a refresh, I came to the table with 5 more years of work under my belt. Recharge had settled into market leader territory, a good problem to have. Except leadership comes with its own image problem: next to a wave of startups moving fast and breaking things, the brand that's stayed steady the longest can start to read as slow and dated instead. The opportunity was clear. Make Recharge bold and clean enough to feel like it's still in on the fun, without ever looking like it'd be careless with your business.
By the time Recharge's brand was ready for a refresh, I came back to this work with a few more years of experience. Recharge had settled firmly into market leader territory. Good problem to have, except leadership comes with its own image problem. Next to a wave of startups moving fast and breaking things, the brand that’s been stable and dependable the longest can start to read as the legacy brand that became slow-moving and dated. The opportunity became clear: Make Recharge bold and clean enough to feel like it’s still in on the fun, without ever looking like it would be careless with your business.
Serious business. Playful brand.
Serious business. Playful brand.
By 2025, I'd grown a lot as a designer, and I got to bring that growth back into the brand that shaped my early career. The system starts stable: a disciplined grid and a subtle texture that do the quiet work of feeling secure. Then we broke it. Once that foundation held, we let the grid bend, added movement, and let some real personality through. I'd been pushing for a vibrant green in the palette for years (I'll take the small victory), and it turned out to be the detail that ties the system together: a spark of energy against a brand that had already earned its stability. Plenty of the thinking here came from ideas I brought to the table, while in close collaboration with the brand team.
By 2025, I’d grown a lot as a designer, and I got to bring that growth back into the brand that shaped my early career. The system starts stable: a disciplined grid and a subtle texture that do the quiet work of feeling secure. Then we broke it. Once that foundation held, we let the grid bend, added movement, and let some real personality through, bold enough to signal Recharge thinks differently, without ever looking careless with your business. I’d been pushing for a vibrant green in the palette for years (I’ll take the small victory), and it turned out to be the detail that ties the system together: a shot of energy against a brand that had already earned its stability. Plenty of the thinking here came from ideas I brought to the table, working alongside the rest of the brand team to get it right.
Taking the brand
on stage.
I contributed across the entire ChargeX project, Recharge’s annual flagship summit, from initial visual direction to mainstage graphics and environmental signage, helping translate this offshoot of the new brand’s momentum into a physical event space that felt just as sharp in person as it does on screen.
Promotional Assets
Experience Design
One system, every channel.
One system, every channel.
The same system had to flex across paid social and email: broad brand awareness spots, a push into EMEA, and a steady stream of retention and win-back creative. Here's a sampling of the ad work Recharge's growth and lifecycle marketing teams built on top of that foundation.
The same system had to flex across paid social and email: broad brand awareness spots, a push into EMEA, and a steady stream of retention and win-back creative. Here’s a sampling of the ad work Recharge’s growth and lifecycle marketing teams built on top of that foundation.
BRAND & PRODUCT
THE FLAGSHIP OFFER
RETENTION & LIFECYCLE
EMEA EXPANSION
Cedric Wilder
Great ideas demand
exceptional design.
© 2026 Cedric Wilder. All rights reserved.
