Powerhouse

Designing for trust to go from small business to multi-national contracts

BRAND Identity CASE STUDY

Powerhouse

Overview

Powerhouse needed to break through widespread mistrust in the renewable energy sector—where greenwashing, exploitative deals with First Nations groups, and corporate executives who'd never set foot on country had created deep skepticism. As a young company with genuine purpose, they needed a brand that could compete for major government and multinational contracts while building authentic relationships with Aboriginal communities.

Our role was to develop a strategy and identity that broke away from the expected in the renewable energy sector and positioned Powerhouse as the trustworthy partner the industry desperately needed. We needed to build a brand that inspired government officials, commercial developers, and Aboriginal groups nationwide to unite and execute meaningful, co-beneficial renewable projects that can change the world.

Scope

Brand Strategy
Brand Identity
Brand Rollout

Results

Following the launch of their new brand, Powerhouse unlocked the next phase of its growth, signing its largest contract to date with a dream multinational company, validating their position as a serious player in Australia's renewable energy transition. Their new brand helped them transcend the "small startup" perception and compete for and win enterprise-level opportunities.

Challenge

The renewable energy sector faces a credibility crisis. Years of greenwashing, money-grab projects, and deals that shortchanged First Nations communities have left government officials, project developers, and Aboriginal groups wary of new players. Most renewable companies look identical. Corporate, impersonal, and disconnected from the communities they claim to serve.

Powerhouse had two fundamental challenges: establishing credibility with government and multinational decision-makers while building genuine trust with Aboriginal communities. The knowledge gap between these audiences is significant and has historically been exploited by unscrupulous developers. Powerhouse needed a brand that could bridge this divide without compromising their authenticity or commercial viability.

Solution

We built the brand around Powerhouse's unique differentiator: their founder's authenticity and genuine commitment to empowering Aboriginal communities through renewable energy partnerships.

Our brand strategy moved beyond typical renewable energy positioning to focus on cultural empowerment and regeneration, immediately distinguishing Powerhouse from profit-first competitors. We developed a clear set of brand values that could guide decision-making and communications across all stakeholder groups.

The visual identity broke away from the predictable green aesthetics and corporate sterility that dominates the sector. Instead, we created a sophisticated system that felt both professional enough for boardrooms and approachable enough for community meetings. The design system was built for growth, anticipating future departments and service offerings as Powerhouse scaled.

Most importantly, we developed a brand voice that could communicate complex renewable energy concepts clearly and transparently across vastly different audience knowledge levels.

Australian outback landscape at sunset with text overlay "Accelerating the regeneration of our planet by empowering the world's oldest living culture."

Powerhouse Regeneration Strategy Impact Report Q3 2023 binder mockup with wind turbines and Earth view.

Powerhouse Sustainability Reports, featuring mountain, solar panel, and cloud imagery, promoting green energy and trustworthy partnerships.

Powerhouse capability statement presentation with slides on renewable energy, solar solutions, carbon emissions, and contact information.

Powerhouse renewable energy social media posts discussing future projects, First Nations knowledge and community benefits.

Powerhouse presentation on building collective genius through collaborative problem-solving and inclusive knowledge sharing in Jarramali Region with speakers Brigette McDowell and Ray Warrn.

Laptop screen displaying the Powerhouse website with the text "Harnessing the Power of First Nations Knowledge to Accelerate the Green Transition" and an image of Earth.

Powerhouse clean energy Q3 results for 2023 regeneration strategy presentation with mountainous background