A new era for price switching
Power to Switch is an independent energy comparison service helping households across Northern Ireland see the full picture on their gas and electricity, then switch in just a few clicks. By 2025, the team were ready for more. The energy market has never felt busier. Prices keep shifting, new technologies appear every year and tariff names can feel like a foreign language. Power to Switch was already doing the heavy lifting in the background, comparing every electricity and gas deal in Northern Ireland and laying them out clearly for consumers to make informed decisions. The issue was that the brand no longer reflected how straightforward the service actually is. With plans to grow across Ireland and the UK, they needed a brand that felt like their service: modern, energetic and full of forward momentum.
The brief was clear:
Create a refreshed identity that feels faster, brighter and more human, and give the team a flexible toolkit they can use as they grow into new markets.
Our role was to help them move from being seen as a useful friendly comparison site to a stand-out consumer brand that people would recognise, trust and come back to, whether they were making a first switch or checking they were still on the best deal.
Getting under the skin of the brand
Our team engaged with founders, staff and stakeholders across the organisation to understand how the service works, what customers value most and where there were opportunities to do more. From there, we started to shape the strategy.
Alongside internal discovery, we:
Mapped out core audience personas, from busy families who just want a better bill, to early adopters looking at solar, EVs and other home upgrades.
Ran surveys with existing and prospective customers to hear first hand what they think of Power to Switch, what confuses them and what helps them feel confident enough to switch.
Analysed competitors at local, national and UK/Ireland level to see how they look, speak and show up in market, and to find the gaps.
Explored brand archetypes with the leadership team, to define the role Power to Switch plays in people’s lives and how that should show through in values, behaviour and voice.
Curated desk research from industry reports, white papers, energy podcasts and consumer trends to understand where the market is heading next.
All of this insight fed into two key outputs:
A clear marketing strategy for Power to Switch, including a refined mission, values and voice
A practical creative brief for the new brand, agreed by stakeholders and rooted in shared insight rather than personal preference.
A visual identity built on momentum
The new identity needed to feel trustworthy and energetic at the same time, while keeping the existing Power to Switch name that customers already know.
We started with a reimagined wordmark, designed to be clean, digital-first and highly legible at any size. The typography is confident but friendly, and it sits at the centre of a wider visual system that suggests motion, flow and progress.
The refreshed colour palette brings together:
Bright, optimistic tones that feel lively and full of energy
Deeper grounding shades that support comparison tables, data and more detailed content
Supporting graphic elements pick up on the idea of switching and saving. Simple, flexible shapes can be used in UI, social content, explainer graphics, sponsorship and print. The system is designed so that even small executions still feel recognisably Power to Switch.
A vibrant voice
Visuals are only half the story. How the brand sounds was just as important.
Using our strategy work as a base, we created a tone of voice for Power to Switch that is:
Straight talking, using everyday language and explaining energy terms in plain English
Reassuring and informed, showing real expertise without feeling distant or corporate
Positive and encouraging, celebrating savings and nudging people to check in regularly, not just once every few years
We translated this tone into real-world examples for web copy, educational content, social posts, email journeys and campaigns. The goal is for the brand to sound like a smart, practical friend: someone who knows the energy market, but always starts with what matters to you at home.
Energy in motion
We designed a set of hand-drawn illustrations that bring warmth and personality to the brand. The illustration style is simple, expressive and flexible, and can be used for everything from app screens and explainer content to campaign visuals.
To support Power to Switch in their digital channels, we created:
An animated logo for use as a video intro and outro, holding screens and social content
Animated graphic elements that bring comparison journeys and savings stories to life
A library of ten social media templates in multiple sizes, ready for organic and paid campaigns on X, Facebook and Instagram
Modular layouts for web banners, email headers and digital display
Everything is built for speed and consistency, so the team can move quickly while keeping the brand feeling joined up.
Brand guidelines
With activity spanning comparison tools, sponsorships, social content and more, Power to Switch needed guidance that felt clear and practical, not heavy and restrictive.
We brought the full system together in a set of brand guidelines covering:
Logo use and lock-ups
Colour palette and accessibility
Typography
Graphic devices and layouts
Illustration style
Tone of voice and copy examples
For Power to Switch, the rebrand was about more than a new look. It was about setting them up for the next stage of growth, across Ireland and the UK.
"The all new Power To Switch is a powerhouse of energy and momentum, empowering customers with accessible energy information and the tools to make switching seamless. The previous identity served the company well up to 2024 but had become dated and lacked the vibrancy and personality that the team are known for. The process was collaborative and fun and the final result is a brand that goes far beyond energy comparison in Northern Ireland, opening doors to new markets and greater brand awareness nationwide."
Laura Smyth, Director, Whitenoise Studios
The refreshed brand gives Power to Switch a clear story, a bold new look and a more confident voice. It is ready for new partners, new customers and new markets, while staying rooted in what made the service valuable in the first place: helping people feel in control of their energy.
