As a leading global producer of electric vehicle chargers, Tritium is Brisbane’s most exciting start-up and is now firmly in the global big league. Tritium commissioned us to update their brand and produce a launch video—to put their internal culture of creativity and innovation on display and share it with the world.
Tritium is now a global brand—and our work took them to the world stage.
We worked with Tritium a few years ago to define their brand narrative, design their brand and create logo, visual identity and a range of assets.
We worked with Tritium when it was in the midst of hypergrowth and collaborated with their founder and leaders across time zones and continents, as well as their rapidly growing marketing and sales teams, to rebrand the company and its products.
At the time, Tritium was still wearing the badge designed by their founder years earlier and needed to dress for world domination, which they most certainly now are achieving. The brand needed to work in all contexts—on rapid chargers, in signage, in extrusion as well as in print, and it needed to be truly global in its appeal. The brand also needed to consider products that were still emerging and not yet defined.
We deeply embedded story in the Tritium brand we developed. The logo is three-sided (for ‘tri’). The blues represent clean power, and each of the three elements of the brand represent battery indicators, from empty to full. Meanwhile, the brand is distinctive yet subtle enough to sit successfully alongside co-branded or white-labelled Tritium products.
We successfully positioned Tritium for global expansion. We developed and defined a global Masterbrand with a defined brand narrative and transformational, authentic reflection of their vision. The brand goes from strength to strength and is easily our furthest-reaching and highest impact visual identity, recently listing on the NASDAQ and with none other than POTUS.