CEATI: Modernizing a B2B Brand for a Changing Energy Industry
The Challenge
CEATI operates in a highly technical, conservative B2B environment, bringing together professionals and organizations across the electricity industry. Its visual identity needed to reflect the innovation and technical expertise behind the organization while remaining credible and recognizable to its established audience.
Marigold was engaged to refresh CEATI’s visual identity without abandoning its existing brand equity. The goal was a look that felt sleek, modern and tech-forward, while continuing to work for a professional B2B audience.
The Strategy
Rather than approaching the project as a complete rebrand, Marigold focused on evolution and consistency.
The process began with a review of CEATI’s existing style guide, presentations, brand pyramid, LinkedIn presence and website, followed by research into visual identity trends and best practices for B2B technology companies.
From there, Marigold developed a refreshed visual system that could work across CEATI’s corporate communications, social channels, presentations, email marketing and industry conferences.
Refreshing the CEATI Brand
Marigold expanded CEATI’s existing visual identity into a more cohesive and contemporary brand system.
The refreshed direction included an updated colour palette that retained CEATI’s recognizable blue hues, new typography, updated iconography and patterns, photography and illustration guidelines, updated logo usage and a redesigned interest group map.
The result was designed to give CEATI greater flexibility while ensuring its communications remained unmistakably connected to the core organization.
Turning the Brand Into Practical Tools
A strong brand identity only works when teams can use it consistently.
Marigold translated the refreshed identity into customizable, everyday marketing assets, including five LinkedIn graphic templates and a fully customizable presentation deck.
The visual system was also extended into CEATI’s member communications through email headers and footers, newsletter and announcement templates, and staff email signatures.
This gave CEATI’s internal team a practical toolkit to maintain a professional, consistent brand across multiple touchpoints without requiring custom design for every piece of communication.
Creating Distinct Conference Brands
CEATI’s conferences presented an additional branding challenge: each event needed its own identity while still feeling part of the larger CEATI brand.
Marigold developed branding systems for three conferences, including distinct colour palettes and typography, conference-specific guidelines, customizable Canva templates, signage and banners.
This created room for individual events to build their own recognition and personality without fragmenting the parent brand.
Building a Scalable Brand System
The project ultimately went beyond refreshing colours and fonts. Marigold created a system designed to make CEATI’s brand easier to recognize, easier to apply and easier to scale.
Final assets included the refreshed style guide, updated visual elements, social and presentation templates and source design files, giving CEATI ownership of a cohesive toolkit its team could continue using across channels.
The Work
Visual identity and style guide refresh
Colour palette and typography development
Updated iconography, patterns and imagery direction
Logo usage refinement
Interest group map redesign
5 LinkedIn templates
Customizable presentation template
Branding systems for 3 CEATI conferences
Conference templates, signage and banners
Email marketing templates
Staff email signature design
Final brand and design asset toolkit
The Takeaway
Modernizing an established B2B brand doesn’t always require reinventing.
For CEATI, the opportunity was to preserve the trust and recognition it had already built while creating a more contemporary visual language for where the organization was going next.
Marigold transformed CEATI’s existing identity into a modern, flexible and scalable B2B brand system—one that could work just as effectively in a technical presentation as it could on LinkedIn, in member communications or across a major industry conference.