Flow Power
Creative Director: Jake Smallman and Paul Monkivitch
Designers: Marcus Bichel, Phoebe Dann
With over 30 years in the commercial sector powering clients like the City of Sydney and the Sydney Opera House, Flow Power wanted to enter the residential electricity market with a unique pricing model that rewards customers for shifting their electricity use to times where it is both cheaper and there are more renewables in the grid.
Additionally, Flow Power is building enough renewable projects to power all of its residential customers; the more people that sign up, the more solar and wind farms they build.
The brand, therefore, had to explain complex ideas in an authentic and genuine way, to an ill-informed audience that hardly cares in the first place.
We inherited the flow-y handdrawn logo and the signature orange colour, and used both to create a brand system with double-barrelled messaging at its core, using a custom script typeface to create messaging that balances bold, sharp messaging with decades of energy expertise.
This system then extended out to illustrations, icons and annotations to bring optimism and a much-needed human touch to the topic of sustainability.
My role in this project was very hands-on, and I worked on this brand since its inception, from desktop research and assisting with strategy workshops, through to concept design, development, and ultimately roll-out, including motion assets, illustration, and web design.