Every renewable brand looks the same: a leaf, a gradient from mint to sky, and a photograph of a field at golden hour. Eco-Pulse sells grid-scale storage to utilities. None of that was telling the truth about the product.

The brief

Look like infrastructure, not like a wellness brand. The buyers are engineers and procurement teams who are sceptical of anything that looks soft.

What we changed

• Green kept, but moved to a deep industrial tone and used structurally rather than decoratively

• Photography of hardware and installation crews, not landscapes

• A data-first homepage: capacity, uptime, response time, above the fold

• Type at a weight that reads as specification rather than sentiment

The uncomfortable part

We removed the word sustainable from the hero. It tested as noise — every competitor said it, so it carried no information. The replacement was a number.

Outcome

Qualified enquiries up 61% over two quarters, and a sales team that stopped having to explain that the company was serious.