CleanCounts - Replace

MEASURED IMPACTS

CleanCounts, formerly M-RETS aka, the Midwest Renewable Energy Tracking System, is a tool to measure clean energy generation. A trusted partner and global leader in data-based decarbonization strategies, they are a nonprofit, mission-driven organization that operates an environmental attribute tracking platform to facilitate emerging markets for a future without carbon emissions.

Replace was honored to work on a new name and brand system for M-RETS. Over the last 5 years the organization had experienced nationwide growth, and began tracking more than just renewable energy, so a name that wasn’t specific to place or energy type was necessary. We generated hundreds of names, with a handful that were chosen to go onto the design phase before finally landing on CleanCounts. The C logomark is designed to be able to be used in infographics and animations. Geometric patterns were then created to inject color, fun, and energy into the brand applications.

ROUND 1 DESIGN

We started this project off with a list of a couple hundred different names. When it came to the initial design explorations, we chose 5 of our favorites to pursue. In addition to 5 totally new concepts, we also proposed some tweaks to the existing identity.

ROUND 2 DESIGN

After the first round of design there we’re a few names that moved forward. Directory was the first and we were introduced to two newcomers from the client’s side, Archieo and Clean Counts. We designed multiple directions around these three names.