Sector

Consumer Brands

Services

Brand Identity Brand Strategy Digital Product Design Website Design & Development

0% Increase

Website visitor growth rate, May 2025

300% Increase

App downloads in the 6 months to May 2025

1.5 Million

Average impressions on social media ads per month, Jan-May 2025

A flexible and comprehensive brand identity and website for an Australian energy retailer with an innovative new residential offer.

Flow Power is an Australian renewable energy generator, advisor and retailer. With over 30 years of experience in the commercial and industrial sector, it provides power to clients like the City of Sydney and the Sydney Opera House.

Flow Power has entered the residential energy market with a new offer — one that gives discounts to customers who use energy when prices are lower and renewables plentiful in the grid — and needed a brand to cut through a sea of greenwashing and jargon, to resonate with an audience that has historically been price-driven.

View the previous brand expression

Empowering everyday Australians

Through a series of workshops with Flow Power’s leadership and marketing teams, we collectively defined their key points of difference, value proposition and Self-truth® – ‘Empower’.

‘Empower’ speaks to the way that Flow Power helps customers drive the transition to a renewable future through technology, education, renewable energy generation, and habit-based incentives.

Speaking your language

Flow Power are shaping the future of energy in Australia, accelerating the transition to True Zero: carbon-free electricity. But they can’t do it alone. We created a brand system that could speak to everyday Australians in language they could understand, balancing Flow Power’s proof-points with user benefits.

We drew upon the existing cursive logo and orange colour used in the commercial & industrial brand and extended it out to a hand-drawn typeface and illustration library.

Rational meets Emotional

FP Emotional is a hand-written typeface created specifically for Flow Power. Crafted by our in-house team, it contains 270 glyphs and more than 40 discretionary ligatures to ensure it ‘flows’.

It balances out the assertive, bold characteristics of the primary brand font – RB Rational – with a friendlier, human touch. The two typefaces work together in a double-barreled messaging system that forms the core of the Flow Power residential brand.

Self-titled Flow Power Style Rational Emotional 1

Orange is the new green

Flow Power is kicking sustainability goals in a number of novel ways, but with the prevalence of greenwashing in the industry we had to explain how in simple, but transparent messaging.

Every customers’ energy usage is linked to a specific local renewable energy generator through the GreenPower scheme, meaning the wind and solar projects they build generate enough electricity to power all of their customers.

Rewarding behaviour change

The wholesale electricity price fluctuates, usually being lower in the middle of the day when renewable energy generation is at its highest.

Flow Power developed the Price Efficiency Adjustment as way of rewarding customers who use electricity when the wholesale price is low, with a discount on their electricity bill.

With complexity around the wholesale price and the pricing adjustment calculation, we created simple comms and built an optimised rate calculator to clearly communicate the environmental benefits and potential savings.

Self-titled Flow Power Better Habits Better Prices

Smart Tech & Tools

Flow Power provide free energy management technology with every plan. The Flow Kit comprises a Hub, Smart Plug and App which combine to help customers view market prices and renewable generation, and to monitor, plan, optimise and automate their energy use.

We highlighted Flow Power’s tech focus, elevating the design and packaging of the smart devices and working with 3D2D to create revolving renders, as well as demonstrating the benefit through in-home videography.

Adding character

Climate change is surrounded by negativity and guilt, but we know it’s not driving behaviour change. We brought some optimism and fun through illustrated characters that celebrate making a difference.

Extending the hand-drawn characteristics of the logo and typeface into illustrations, notations and icons, these are further brought to life through animation.

Bringing renewables on-line

The Flow Power website is the primary touchpoint for all new customers, and clearly explains Flow Power’s comprehensive and complex offer quickly and efficiently.

Video content, interactive graphs, maps and 3D renders help to break down the different aspects of the residential product in an engaging and succinct way, educating the user along the journey.

Working with Self-titled has been an absolute game-changer for our business. From day one, they took the time to truly understand our vision and completely elevated our brand, giving it a fresh, bold identity that resonates with our audience.

Claire McLaverty, Senior Marketing Specialist, Flow Power