UPowr

UPowr faced the challenge of differentiating itself in a crowded market saturated with similar environmentally friendly messaging, predictable imagery and bland copy. The goal was not to persuade customers of the benefits of renewable energy but to simplify their decision-making process. UPowr aimed to present itself as approachable and trustworthy by overcoming industry jargon, akin to a reliable friend offering sage advice. They wanted to carve a distinct identity that connects deeply with its customers by transcending conventional and expected tropes and fostering a sincere sense of trust.

Our approach was fueled by a simple yet powerful hypothesis: clarity breeds trust. We focused on crafting a brand that unleashed UPowr’s inherent straightforwardness, a quality we were determined to enhance, magnify, and express with clarity. Newly united staff and installers are now better equipped to deliver a seamless customer experience. Implementable and measurable, the visual identity is defined by the predominant use of black and white and widely familiar symbols, including the logo mark itself — a lightning bolt, the universal symbol for energy — further manifesting simplicity.

This project demonstrates the business value of design thinking. By recognising and amplifying UPowr’s strengths, they now have the confidence to compete with the big players and articulate their brand’s significance and offerings with unparalleled flexibility. The project challenges competitors to rethink and enhance their strategies and encourages new standards that benefit the renewable energy sector. It helps simplify an inherently complex industry without compromising the audience’s experience. It’s a catalyst for positive change, empowering UPowr to communicate its values effectively, engage with a wider audience, and contribute to a brighter, more inspired world where renewable energy is the norm.

We employed copywriting techniques to help UPowr improve its branded communications, have some fun with copy and wordplay, and distil complex ideas into simple steps—a direct nod to its straightforward positioning. We explored campaign executions that focused on empowering customers. In these examples, we leant into the ‘U’ device from the logo and incorporated images of the customer. The photographic style we developed for UPowr was unique for the sector, focusing on portraying genuine moments that reflected the reality of everyday life. This was achieved through the use of, and focus on, natural light, particularly in how it creates shadows and shapes in the physical environment.