Selectra
Global Brand Evolution + Multi-market scope
Up-to-date identity for a energy comparator company
Role:
Logo Redesign, Visual Identity System, Illustration Direction
Stack:
Figma, Illustrator
The Problem
Selectra is an international energy comparator operating across multiple markets (France, Spain, Portugal, Japan, and beyond). As the company grew, a structural brand problem became impossible to ignore: every market had developed its own visual language. Different baselines, different graphic treatments, different interpretations of the same brand. There was no system, just accumulated inconsistency. The root cause was simple but significant: the original logo had been designed exclusively for the French market. It was never meant to scale. It carried visual imperfections that became more visible the more contexts it was applied to, and it offered no flexible framework for other markets to work from. The business consequence was real. A fragmented brand erodes trust at scale, it signals to customers, partners, and new markets that the company doesn't have a coherent identity behind its product. For a company positioning itself as a reliable guide through complex energy choices, that incoherence was a strategic liability.
My Contribution
As a Brand Strategist
I started by mapping the problem across markets: identifying where and how the brand was fracturing, and what constraints any new system would need to respect. The key tension: the new identity had to feel like an evolution, not a revolution.
As a Designer
I led the full redesign of the logo and visual identity system. The "check mark", already a recognizable Selectra symbol, became the anchor for the new direction. Rather than replace it, I evolved it: bolder, more intentional, and reframed around the concept of "home". The final mark carries the idea of Selectra being at the heart of household decisions, a metaphor that travels across cultures without requiring translation. The goal was a logo simple enough to redraw from memory, which is one of the most demanding briefs in brand design.
I also built a complete illustration system from scratch with diverse, inclusive characters and compositional elements designed to represent both Selectra's users and its teams across different markets. The style moved deliberately away from cartoon-ish early explorations toward something more mature and consistent: a visual hierarchy built around characters, objects, and abstract shapes, with metaphorical compositions that communicate value (lightness, savings, clarity) without relying on language.
As a Creative Director
I defined the visual language principles (diversity, lightweight feel, consistency, smoothness) and used them as a brief framework to evaluate every design decision throughout the process, keeping the system coherent as it grew in scope.
Key Decisions
Evolution over revolution on the logo
Replacing a logo entirely in a multi-market company risks rejection: teams build workflows, templates, and habits around existing assets. By anchoring the new mark in the existing "check mark" symbol and evolving it rather than discarding it, I reduced adoption friction significantly. The new logo felt familiar enough to be trusted, different enough to signal progress.
The "house" concept as a global metaphor
The energy comparator category is abstract: saving money on electricity doesn't have an obvious visual form. The house metaphor gave the brand a universally legible anchor: home, comfort, the place where energy decisions actually matter. It works in French, Spanish, Japanese (no localization required). That was the test.
Building for system flexibility, not just aesthetic quality
A beautiful brand that only works in one format is a liability for an international company. Every element of the illustration system (characters, objects, abstract shapes) was designed to be modular and recombinable across formats, markets, and product surfaces. The deliverable wasn't a set of assets. It was a grammar that any market team could use to produce coherent communication independently.
Impact
The most direct outcome was organizational: for the first time, all Selectra markets had a shared visual language to work from. That kind of brand coherence is hard to quantify but easy to feel, in the consistency of communications, in the speed of producing new assets, in the confidence of market teams working from a system rather than improvising.
Stack & Process at a glance
Brand Audit → Market Analysis → Logo Exploration → Concept Development → Visual Identity System → Illustration System → Brand Guidelines → Multi-market Rollout
