Branding and Representing Geothermal Technology

Recognizing geothermal energy’s lack-of-image problem, the U.S. Department of Energy (DOE) Office of Geothermal (OG) has invested in developing graphics to visualize geothermal work for a long time. But the results of previous investment in design have not always hit the mark. Some have been lackluster, others didn’t successfully convey the desired message, and many repeated the same blue-to-purple color scheme.

Akoya stepped in to develop new OG graphics and improve existing graphics. We started with images of geothermal technology types frequently used in OG staff presentations. We reinterpreted them in fully saturated color palettes that complement OG’s visual style and simplified the perspectives to make the graphics cleaner and easier to understand. The results earned a “Woohoo! Thank you!” from the OG director, have been implemented widely in OG’s presentations and website, and even used unprompted by media outlets.

Akoya then proposed a series of postcard-style handouts about OG initiatives. These pieces provide a visual identity for each initiative, communicating something about its purpose, who it is intended to serve, or its technology type. Akoya staff pitched and received an enthusiastic greenlight for a new visual identity inspired by vintage postcards to bring a fresh and more sophisticated feel to these pieces. Since receiving that greenlight, Akoya has completed two postcards in this series, has two in development, and plans to refresh the design for all 18 postcards by the end of 2026.

To achieve the contract goals, we’ve had to find new ways of representing abstract ideas and complex technology. Our approach involves brainstorming concepts, compiling inspiration boards, and creating AI-generated mockups to reduce the burden of concepting and give the client options for reaction to refine their direction.

We’ve also found new ways to get these visuals before the geothermal industry and the public. In addition to using them online and at OG’s booth at conference, we routinely equip OG staff with collateral for external engagements, creating packages of “OG swag” for senior leadership and rolling out strategic mailing strategies.