Recharge

Summary

In January 2021, Recharge rebranded to assert its leadership in subscription eCommerce. With a remote team and many new members, we started with deep competitor research and repositioned Recharge as a data-driven platform for optimizing subscription strategies and building robust customer relationships.

Role Designer, Art Direction
Deliverables Comprehensive brand identity across all touchpoints

Logo Development

As we delved into the logo design process, it became clear that simplicity was key. Recharge’s mission is to provide a smooth, effortless experience for its merchants, and a complex logo would be at odds with that goal. With this in mind, I started by sketching out concepts using basic shapes to convey a sense of connection, seamlessness, and clarity. This led to the creation of the ‘r’ icon, which paired beautifully with the logotype. The logotype was initially designed by me and later refined in collaboration with Jonathan Ball, resulting in a cohesive and effective brand identity for Recharge.

Brand Refresh

In 2024, Recharge began developing a refreshed brand identity to better reflect its growth and evolving position in the market. The goal was to move beyond our legacy perception and establish Recharge as bright, bold, and confidently modern, with an upbeat, youthful energy. We built a visual and verbal identity that not only asserted our leadership in the space but also worked seamlessly alongside the diverse brands that partner with Recharge, reinforcing our credibility and reach through those collaborations.
(Project still in progress)

ChargeX 2025

ChargeX is Recharge’s annual flagship event, bringing together merchants, partners, and industry leaders. I played a key role in developing the event’s brand identity, working across nearly every touchpoint of the process. From shaping the overall visual direction to designing case study panels, digital and print signage, and assisting with mainstage graphics, I helped create a cohesive and energetic brand system that captured the spirit of the event and the bold personality of Recharge’s refreshed identity.