NAEMA
New Target led a comprehensive rebrand for the North American Energy Markets Association, creating a timeless visual identity and launch strategy that reflects the strength of its community and supports long-term growth.
The Challenge
The North American Energy Markets Association (NAEMA) is a thriving organization with a deeply engaged membership and a reputation for hosting industry-leading events that foster meaningful relationships and candid exchange across North America’s energy markets.
While NAEMA’s community, programming, and flagship events continued to evolve, the organization’s visual identity remained largely static. The existing brand was serviceable, but it no longer fully captured the energy, relevance, or confidence of the organization as it exists today. Just as important, it didn’t translate particularly well across modern touchpoints like merchandise, events, digital channels, and social.
NAEMA saw an opportunity to invest in its brand more intentionally: to create an identity that honored its history, reflected the strength of its community, and set a higher bar for how the organization shows up today and for years to come.
The Solution
To make that happen, NAEMA partnered with the New Target team, which led a comprehensive brand transformation designed to be both modern and enduring.
We approached the work as a full rebrand, designing a new identity from the ground up while drawing thoughtful inspiration from NAEMA’s own vintage event materials. The goal was not to chase trends, but to create something timeless: a brand that feels confident and contemporary now, yet durable enough to avoid feeling dated in a few years.
The result is a refined, cohesive brand system that reflects NAEMA’s role as a trusted connector within the energy marketplace and finally aligns the organization’s visual presence with the vibrancy of its community.
This engagement also marked the beginning of an ongoing partnership. As NAEMA continues to evolve its brand and communications, New Target remains closely involved, acting as an extension of the NAEMA team to support brand application, event execution, and future initiatives as needs emerge.
Building a Flexible, Timeless Brand System
At the core of the engagement was the creation of an entirely new brand identity for NAEMA.
Our team designed a new logo and supporting tagline, established a cohesive color palette and typography system, and developed a broader visual language that works across digital, print, merchandise, and event environments. The system was intentionally designed to be flexible — strong enough to stand on its own, but adaptable to a wide range of applications.
Comprehensive brand guidelines and initial implementation concepts helped ensure the identity was well defined and usable, giving NAEMA a system that could be confidently applied across teams, vendors, and future initiatives.
Elevating the East Meets West Event Brand
East Meets West is NAEMA’s flagship annual conference and most visible gathering, bringing together leaders from across North America’s energy markets for candid discussion, relationship-building, and shared experience.
Because of its central role in NAEMA’s annual rhythm, the event brand evolved alongside the new NAEMA identity. New Target redesigned the evergreen East Meets West brand, creating a new event logo and visual system aligned with NAEMA’s updated primary brand. Then, we developed a wide range of event assets, including signage, merchandise, and experiential elements to bring the new brands to life.
This approach reinforces NAEMA’s brand as the primary identity, with East Meets West serving as a complementary sub-brand that amplifies the energy of the event.
Strategy, Creative, and Execution for Brand Launch
Creating the brand is just step one of the work. Ensuring it launches with clarity, momentum, and excitement is equally important.
New Target developed the strategy and creative assets to support a phased rollout that is already unfolding in advance of and during East Meets West. The rollout spans email, social, video, and on-site event touchpoints. Beginning with teaser communications, we’re building anticipation across channels, culminating in a formal brand reveal and launch celebration during the conference.
By anchoring the launch to NAEMA’s most visible and meaningful moment of the year, the rollout is set to reinforce a sense of pride, ownership, and shared identity across the community.
Results & Impact
The NAEMA brand transformation delivers impact across the organization and its most important moments:
- A new, timeless brand identity that reflects NAEMA’s credibility, energy, and role within the energy marketplace
- A flexible design system that works across digital channels, events, and merchandise
- A reimagined East Meets West event brand that complements and elevates the NAEMA identity
- A strategic brand rollout designed to generate excitement and alignment within the NAEMA community
Together, the work positions NAEMA with a brand that finally matches the strength of its community, reinforcing its role as the network behind the grid and setting a confident foundation for the future.
Video Production
How we did it.
The cornerstone of your identity is an authentic brand story. We work with you to establish a clearly defined brand strategy for your goals – a strategy complementary to your brand’s visual voice.
The creative we design is heavily influenced by the framework for innovation. We design media not just to please our clients, but to engage and delight their customers, members, or constituents. We put people first.
We’ll help you select the right technology, and code it right. Our development team is passionate about using the right mix of open source, off-the-shelf, and hosted solutions to solve complex problems.
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