Verizon Webinar 

DMart

Design System

Gainon

Quest Alliance

Exotel

Verizon Developer Portal

Sparky

Nestaspaces

Exoverify 

Mapro Signature

Quest Alliance Product Design

Treety

All Living Things Film Festival

Qubes

Soulskill

Strawfit

Fruity Sweets

Falero

TruCSR

Mother Nurture

Kaleidescape

Exoverify Branding

Inox Wind

E-commerce Research and Strategy

Verizon Video Conferencing 

Bluejeans UCaaS

Polaris

BlueJeans Conference

Kanlet

Polaris Website Design

Polaris, previously Grampower, is transforming India's power infrastructure with comprehensive distribution and management systems. Their services cater to diverse audiences, including real estate developers, co-living space owners, and hospitality businesses in the private sector, as well as DISCOMs in the public sector. Through cutting-edge technology, Polaris digitises and automates electricity metering, billing, and collection processes while combating wastage and theft. The solutions empower end-users with transparent usage data, enabling better decision-making and control over their energy consumption.

Intro

Following an intensive ground-up rebranding led by NOCT, we were tasked with creating a marketing website for the new brand. Given the diverse target audience and extensive range of services, our approach focused on crafting a content strategy and visual style that resonated with each distinct group. We aimed to effectively communicate the ethos of the new brand while aligning with the unique goals of each target demographic.

After extensive discussions with stakeholders, we gained insights into the advanced smart metering systems industry and Polaris' diverse array of modular services. Informed by this understanding, we developed a concise content strategy and information architecture.

50+ hrs of internal stakeholder meetings 

7+ hours of user interviews

15+ competitor websites studied

Complex services organised into a clear information architecture

Polaris underwent an exciting evolution into a new brand identity which now reflects in all their marketing and business collaterals. To facilitate a seamless transition from the previous brand, Grampower, to Polaris, we implemented an intermediary landing page for a soft launch while the final website was under development. This approach allowed for a gradual introduction of the new brand to stakeholders and users.

Given the need to simplify Polaris' complex offerings for diverse audiences (with varying levels of understanding of smart metering infrastructure), we employed a content-first strategy to structure the website. This approach helped meet the unique requirements of all segments of the target audience.

Taking into account the varying requirements and use cases for the same products across different personas, we customised the each page by adjusting the tone of voice and product technicality ranging from a friendly approach for the private sector novice users to a more formal and knowledgeable tone for the expert government sector users.

We highlighted Polaris’ brand identity and ethos through the story created across pages through the flow of the headings, especially in the pages geared towards describing the company’s culture and beliefs.

Recognising the complexity of the technical products and services in Polaris’ solution stack, we distilled them into easily understandable animations and visuals.

In transitioning from Grampower to Polaris, the primary objectives were to position the rapidly expanding company as an industry pioneer, showcase the scale of operations, and instil a sense of trustworthiness. We reflected these fundamental brand values through meticulous attention to detail in content, design, and micro-interactions.

We hand-picked each statistic throughout the website to ensure they resonate with the specific users on each page.

We defined guidelines about how imagery was selected and used across the website to convey grandiosity and impart the impression of large-scale solutions. The micro-interactions were also created to create a sense of grandiose by zooming out into a larger image on hover.

By highlighting case studies, blogs, and research materials, we elevated Polaris' standing as a thought leader and industry pioneer.

We supported all claims and features with relevant case studies, articles, and blog posts across every page to substantiate credibility beyond statements and to showcase real-life experiences.

We carefully crafted content with bold and powerful statements to bring out the inspiring and innovative aspects of Polaris’ brand identity.

We put extensive thought into the branding elements to show the abstract nature of power. The brand language and experience was carried into the website design through various graphical and motion elements.

The flow of power are visualised through light streaks in backgrounds, buttons and interactions across the website.

The abstract and intangible nature of power is captured in subtle visual elements across all UI elements and interactions.

We created a custom icon set and illustrations for the Polaris website using the elements of translucency, glow, and blur defined in the branding process.

As Grampower transitions into Polaris, the entire ecosystem of products will adapt to the new branding. To facilitate this process and maintain a seamless experience on the website, we simplified Polaris’ current app screens and the complex user flows to create representational UI that matches the new brand.

We optimised the website for all screen sizes to ensure a smooth experience on all devices with the layouts, interactions, and visual elements crafted in an adaptive way while keeping the code as clean as possible without compromising on the user’s experience.