Common Charge

Powering greater energy possibility for everyone.

A brand built to mobilize a national movement.

A strategy designed to unite, simplify, and inspire.

Common Charge didn’t launch quietly. It launched to challenge a broken system and put real power back where it belongs—in people’s hands. But the story of distributed assets, outdated energy structures, and smart policy can quickly become complicated. The coalition needed a brand that didn’t just simplify the story but shattered barriers, cut through confusion, and made the future feel urgent, inevitable, and personal. Antenna partnered with the coalition to build a brand engineered for momentum: human-first, electrifying, and impossible to ignore. A brand capable of rallying consumers, innovators, and advocates around one truth: America deserves an energy system that works for everyone. We immersed ourselves in the coalition—conducting interviews, audits, and language testing—and led a comprehensive naming exploration that ultimately resulted in Common Charge: a name rooted in unity, accessibility, and shared power.

From complexity to clarity.

Distributed assets aren’t confusing; they’ve just been made to seem that way. Our job was to flip that script. We transformed a maze of policy, technology, and legacy structures into a clear, compelling, people-centered narrative—one that exposes what’s holding Americans back and spotlights the solutions ready to move us forward. We positioned Common Charge as the credible, unifying voice that makes distributed assets feel simple, tangible, and empowering.  The brand architecture fuses policy, consumer benefit, and coalition strength into one powerful idea: when every solution is switched on, everyone wins.

Client

Common Charge

Year

2025

Role

Agency - Creative & Production

Services

Experience & Visual Design

Content Strategy

Brand Strategy

Common Charge members across 7 diverse industries

Increase in membership since launch

Bold, optimistic design for a bold, optimistic future.

A visual and verbal identity built to spark action.

‍Antenna created a design system engineered to energize. Every element—from the modular tile system to the lightning-like graphic gestures—signals momentum, progress, and possibility. The tiles function like an electrical pulse: each one a symbol of connection, power, and collective strength. Confident typography and clean, signal-inspired linework deliver clarity with force. Authentic photography puts real people—families, workers, communities—at the center of the story. The result is a brand that embodies what it represents: the next era of American energy—bold, modern, and built for everyone.

A voice that turns barriers into breakthroughs.

The tone mirrors the coalition itself: clear, confident, optimistic, and honest. It calls out the truth of outdated systems without fear—and without slipping into partisanship or pessimism. It focuses on solutions, people, and progress.

It speaks with the credibility of experts and the accessibility of neighbors. It’s a voice built to motivate a nation tired of paying more for less—and ready for something better.

Phase 1—Discovery & Strategy

Unearthing the truth behind a broken system—and the power to fix it.‍

Through interviews, audits, and ecosystem mapping, we uncovered a core tension: Americans are stuck with an outdated system even as distributed assets offer real opportunity. Our strategy positioned Common Charge as the coalition that unites diverse groups, simplifies complexity, and champions consumer interests. This phase also guided our naming exploration, identifying “Common Charge” as the clearest expression of shared power and collective action.

Phase 2—Identity & Expression

Designing a brand that reflects a new era of energy possibility.‍

We built a modular identity inspired by connection, signal, and momentum—visual metaphors for a distributed grid future. Paired with a verbal identity that’s optimistic, grounded, and people-centered, the system feels energizing, modern, and inclusive across every element from color to manifesto.

Phase 3—Digital Presence & Content System

Building a platform that informs, inspires, and mobilizes.‍

We extended the brand into a digital ecosystem built for clarity and action. The website leads with human impact—not policy jargon—and uses clean UI, simplified storytelling, and a flexible content system to educate the public, influence policymakers, support coalition members, and mobilize momentum.

A brand ready to accelerate America’s energy future.

With a unified, powerful brand now in place, Common Charge has the tools it needs to lead. It can rally a national movement, influence public and policy conversations with authority, lift up innovators and communities across the country, bring distributed assets into the mainstream, and put people—not outdated systems—at the center of America’s energy future.

This is more than a brand; it’s the force behind a movement—bold, optimistic, grounded, and built on real possibility. It captures the future Americans deserve: an energy system that’s reliable, affordable, and built for everyone.