Empowering business to thrive
for Powerstar

Powerstar began creating products in 2007 after years of experience consulting in sustainability development. Today thousands of their proprietary voltage optimisation products are installed worldwide. 

In 2015, Powerstar commenced development of their first “behind the meter” Battery Energy Storage System (BESS), and today Powerstar, as part of the D2Zero Group, designs and manufactures a range of connected energy solutions for businesses: voltage optimisation systems, Battery Energy Storage Systems, and high efficiency distribution transformers.

Three product families, engineered to work as one connected system. The brand was not telling that story.

Powerstar’s technologies are designed to work together, giving a business greater control over its energy costs, resilience and carbon footprint. The overall positioning and messaging did not tell that story. Products sat as separate entities, the copy leaned heavily towards a technical audience rather than a C-Suite one, and the website’s navigation turned simple user journeys into long ones.

The decision-makers Powerstar most wanted to influence – the CFOs and Sustainability Leads weighing long term investments for their organisations – perceived a company that seemed more complicated than it needed to be. 

The goal was to make a technical business easy to understand, without making it feel lightweight.

We worked collaboratively with the Powerstar team and evolved the identity to build the brand around one concept: showing the system. The deep blue and vibrant green colour palette, along with rounded shapes and a clean typographic voice, gives Powerstar the aesthetic of a tech-based company instead of a heavy manufacturing company.

All aspects of the identity were designed to be scalable across web, social media, print and live events without losing strength or integrity.

The new positioning and visual identity was rolled out across a completely redesigned website, reorganised around the challenges businesses are looking to resolve in their energy requirements.

The refreshed visual identity is now applied consistently across every marketing channel Powerstar uses. From the bi-weekly Full Power newsletter and LinkedIn ad campaigns, to presentation materials and large scale conferences. Animated versions of the illustrations have proven to be among Powerstar’s highest performing social media content. The Full Power masthead, with its bold statistics and electric themed graphics, originated from the same design language established on Powerstar’s website. Subscribers receive the same branded experience in their social media feed as they get when visiting a Powerstar site.

This refreshed and distinctive visual language has given Powerstar a consistent and recognisable platform to further build its brand awareness, credibility, and capabilities in the energy sector.