Energy without Limits:
Brand Strategy, Naming, Visual Identity, Digital, Campaigns, Video
The challenge
This is more than just a battery – its a declaration of energy independence. Because the world shouldn’t stop when the grid does.
Undercurrent Energy began as Influit Energy, a company with breakthrough energy storage technology but no unifying brand system to support scale, belief, or adoption.
The challenge was not incremental design, it was reinvention.
Influit needed to evolve into a brand that could:
Carry a bold technological vision
Compete in a crowded and skeptical energy landscape
Speak to investors, government buyers, enterprise partners, and future consumers
Translate complex science into a compelling, human narrative
Scale across digital, physical, and media environments without losing coherence
This required more than a visual refresh. It required a complete brand transformation — name, story, identity, and system.
Our role
We lead a full-stack brand transformation, from foundational strategy through execution.
Scope included:
Brand Strategy & Positioning
Naming & Narrative Architecture
Vision, Mission & Messaging Pillars
Proto-Personas & Empathy Mapping
Visual Identity System
Brand Book
Website Design
Email Campaigns
Explainer Video & Brand Video Assets
Strategic Foundation
This work revealed a critical insight:
The market doesn’t just need better batteries. It needs a better system.
Research & Discovery
We began by grounding the brand in truth: technical, human, and cultural.
Our discovery phase focused on:
Understanding the core innovation behind Undercurrent’s
non-flammable, high-density energy systemMapping competitive narratives in energy storage
Identifying emotional and rational barriers to trust and adoption
Clarifying who the brand needed to speak to now and in the future
Proto-Personas & Empathy Mapping
To ensure the brand resonated beyond internal stakeholders, we developed proto-personas representing Undercurrent’s core audiences, including:
Government and infrastructure buyers
Enterprise and logistics partners
Early residential adopters
Engineers, scientists, and builders
Investors and strategic partners
These insights directly informed messaging, tone, visual hierarchy, and content strategy.
We paired each persona with empathy maps to capture:
What they fear about energy today
What they need to believe before adopting something new
What language builds trust vs. skepticism
Where clarity matters more than hype
Brand Strategy
From Influit to Undercurrent
Naming the Shift
The name Influit Energy was technically grounded but emotionally opaque.
Through naming exploration and narrative testing, Undercurrent Energy emerged as the clearest expression of the brand’s truth:
An undercurrent is an unseen force — powerful, constant, and shaping everything above it.
It reflects:
Energy in motion
Systems beneath the surface
Power that doesn’t need spectacle to be felt
The name reframed the company from a product-centric startup into a movement-driven energy platform.
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Visual Identity System
Identity Highlights
A bold logo built around continuous motion and flow
A high-contrast color system anchored in Undercurrent Orange and deep space tones
Typography chosen for clarity, authority, and modernity
A modular layout system inspired by decentralized energy networks
Pattern libraries and nodal elements symbolizing distributed power
The identity system was engineered to perform across:
Digital platforms
Product storytelling
Investor materials
Campaigns and video
Future physical applications
The visual identity was designed to feel industrial, intelligent, and alive — reflecting energy as a system in motion.
Website
The Undercurrent Energy website was designed as a narrative platform, not a brochure.
Goals included:
Clearly explaining complex technology without oversimplifying
Establishing credibility and vision in seconds
Creating pathways for different audiences
Supporting future growth and content expansion
The site integrates brand storytelling, visual system elements, and conversion-ready structure while remaining adaptable as the company evolves.
Energy without Limits
The world doesn’t have an energy generation problem.
It has an energy freedom problem.
Our mission is to break through the limits of how we generate, move, and store energy – making the electrification of all transportation not just possible, but practical.
Undercurrent Energy launched with a clear and differentiated name, a defensible brand narrative, a scalable visual identity system, unified messaging across all channels, and the tools and assets required for long-term growth transforming what began as Influit Energy into a brand built not just to exist in the energy category, but to redefine it.
The ResultBrand Strategy & Positioning
Naming & Narrative Architecture
Vision, Mission & Messaging Pillars
Proto-Personas & Empathy Maps
Visual Identity System
Brand Book
Website
Email Campaigns
Brand Video
Explainer Video
Deliverables