Atma Energy
Atma Energy is a bootstrapped Texas energy company offering a complete range of solutions for solar customers: solar and storage installation, battery subscriptions, VPP (Virtual Power Plant) and solar buyback plans, system monitoring, and service. When they approached me, they were a validated business entering growth stage with strong sales – but nearly every digital process was manual.
I led product strategy, design, and development across their customer-facing platforms and internal tools. I wrote specs, designed interfaces, and built the front end (TALL stack). I also led the rebrand, designing the logo, brand guidelines, and a design system that unified product and marketing.
Brand & design
When I joined Atma, the company had outgrown its original identity. I led the rebrand from discovery through delivery, starting with a stakeholder workshop to define the brand's positioning, voice, and visual direction, and carrying through to a design system that unified every surface.
To kick off the work, I facilitated a brand focus workshop with leadership to align on positioning and values, then delivered a Brand Focus book documenting the strategic foundation.
From there I designed the logo mark, wordmark, and logotype, defined the color palette, and crafted the visual direction:
The company's primary typeface is Area Normal by Blaze Type. Area Normal is a warm sans-serif font, geometric with neo-grotesque attributes that give it a feeling of stability, clarity, and humanity that matches the brand voice.
I workshopped and selected the company typeface with the goal to make the company typography as simple and clear as their products and services.
The full brand guidelines were delivered first as a PDF. When I established the company playbook using Outline, I moved the brand guidelines to this living document to increase their accessibility for the team as well as external marketing stakeholders:
I also created the company's big idea. The big idea captures the story of the brand in three simple words:
With the brand established, I created the company design system in Figma and designed the marketing site components and website. The system covered both the public-facing marketing site (Statamic + Tailwind) and the internal admin panel (Filament).
Case studies
The following case studies are available on request:
Proposal tool: 78% faster creation
Service platform: weeks to hours
Contract automation: self-service signing
