Ethical Power | Squarebird

Case Studies

Ethical Power - The Energy Infrastructure of the Future.


Setting the standard for renewable energy construction since 2010, Ethical Power had outgrown their previous brand. As they were expanding into new territories like Spain, New Zealand, Greece, and across the UK, they decided their digital presence needed revitalisation – leading them to Squarebird.

We worked with their Head of Marketing, Victoria Kalina, to refresh their former brand and site, helping them better reflect their professionalism and experience in the renewable energy industry.


“The redesigned logo shows Ethical Power’s evolution, encompassing all focus sectors and capabilities in a contemporary, dynamic way. Three abstract elements symbolise Solar, BESS, and Grid Connections, merging to form a mark which hints at the letters “e” and “p”, while also reflecting on the environment and nature.”

– Blake Gedye, Designer


  • Branding
  • Web design
  • Web development
  • Brand assets package


Powering their evolution.

As a vertically integrated company, Ethical Power is made up of entities/divisions that can work separately or all together. It was our task to understand the role of each entity and progress their existing brand with this in mind.
Wanting to retain their recognisable logo and name, we set to work to modernise their branding while aligning it with their values, vision, and strategy – without losing any of their established identity.



Exploring logo concepts led us to a refined final version that better reflected Ethical Power’s vision for their business, with the potential to expand into their new brand identity.

Within this, we had to keep in mind how the brand would look on various physical mediums like high-vis attire for construction workers, welfare units, vehicles, and more. Because the client prints their logo on metal, we had to use RAL colours – a colour system designed for paint and varnish – for their brand and logo.

The design work moved on in tandem with discussions around other aspects like sitemap and functionality, creating an efficient process that addressed all client requirements.


To ensure the longevity of the site, it needed to be easily manageable by the client. We built it with a simple-to-edit backend, giving them full control over what appears on the site and offering a convenient way to refine their content and dynamically feed it through different pages. The website needed to effectively showcase the range of capabilities and divisions of Ethical Power but at the same time emphasise the vertically-integrated and connected business structure.
Given that Ethical Power operate internationally, the site also needed to have different language options. We implemented these as well, giving a great, accessible experience to their clients across the globe.


Reaffirming their new brand identity, we supplied Ethical Power with a whole suite of brand assets, documents, and templates. Not only did these provide sleek new resources for internal documents, but they also help to create a cohesive brand identity across all their channels of communication.

The brand assets we supplied include:
– Word templates
– PowerPoint templates
– In-design case study templates
– Social icons and banners
– Email signatures
– Teams backgrounds

These new assets were delivered with flying success, aligning with both who Ethical Power are – and who they want to be in the future.

The result.

A progression of Ethical Power’s brand and logo, displayed on a modern, dynamic website with an intuitive backend, alongside wider branding materials to create a cohesive identity across all channels.

We first came to Squarebird looking for a logo and website “modernisation” but over time the project evolved into a full scale rebrand. The team at Squarebird understood our requirements perfectly and delivered a superbly elevated new visual brand identity that reflects the progression of our business. Ben, Blake and Tim were genuinely interested in creating an exceptional brand and website for us. It was a pleasure to work with them and we are very happy with the results. The feedback from colleagues, clients and investors has been amazing and we’ve seen real benefits across the business following the launch of the new branding.

Victoria Kalina |Ethical Power
5 Star Review Based on Google reviews

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