Pacific Blue
Digital rebrand creating a pathway to generating 100% renewable energy for Australian homes and businesses.
Digital rebrand creating a pathway to generating 100% renewable energy for Australian homes and businesses.
nominee: Design/UX category
2024 Splash Awards
DrupalSouth
Founded in 1992 as Pacific Hydro Australia, this pioneering company has been a cornerstone in the renewable energy sector, developing and operating a diverse portfolio of wind, hydro, and solar assets. Recognising the growing demand for immediate and sustainable energy solutions, Pacific Hydro transformed into Pacific Blue.
This strategic rebranding reflects their commitment to making renewable energy accessible and affordable for all Australians “not someday, today”.
Pacific Blue, launched in 2023, symbolises a dynamic shift towards a more proactive, consumer-oriented approach. With over 30 years at the forefront of the renewable transition, the company has developed substantial assets that currently abate over 1.6 million tonnes of greenhouse gas pollution annually. Leveraging the experience gained from their association with Tango Energy, Pacific Blue aims to offer premium, no-frills renewable energy solutions that emphasise transparency and consumer benefit.
The introduction of Pacific Blue into the market was not a mere change of logo but a complete strategy overhaul intended to make a significant impact. This process involved a series of coordinated marketing and advertising campaigns that were meticulously aligned with the new digital experience to ensure cohesive brand messaging. The campaigns were designed to resonate across various demographics, emphasising Pacific Blue’s commitment to renewable and affordable energy. This multi-channel approach was crucial in quickly establishing a foothold in the competitive energy sector, highlighted by user experience innovations that simplified customer interactions with Pacific Blue.
The launch of Pacific Blue was a testament to the power of rapid, agile development under strict deadlines. Ackama’s team worked in close contact with Pacific Blue’s internal departments, achieving a compressed timeline that demanded precision and efficiency. This project was not just about meeting deadlines but also about design for a digital platform that was both secure and dynamic.
Our approach was grounded in agile methodology, which allowed for continuous iteration and flexibility. The project kicked off with a series of sprints, each designed to develop and refine different components of the website. This iterative process was essential for accommodating changes and ensuring that each piece of the digital puzzle fit perfectly, reflecting Pacific Blue’s new market and operational goals.
On the design front, we used cutting-edge tools and practices to create an engaging user experience that reflected Pacific Blue’s commitment to sustainability:
UI/UX Design: We employed high-fidelity prototyping, enabling rapid visualisation of the end product. This facilitated real-time collaboration across design and development teams, ensuring that user experience and interface designs were both intuitive and aesthetically pleasing.
Information Architecture (IA): To ensure the site was easy to navigate, we developed a comprehensive IA that logically organised content and tools, making it simple for users to find information and interact with the site.
Branding Integration: The digital experience was created into a visually cohesive rebranded identity. This included custom typography, colour schemes, and interactive elements that aligned with the brand’s vision for a cleaner energy future.
Drupal CMS: We chose Drupal for its security and scalability. Custom modules and themes were developed to meet specific functional needs of the Pacific Blue platform, allowing the site to handle complex data interactions, regulatory environments and user transactions smoothly.
System Integrations: A critical aspect of the project was integrating the website with existing back-end systems. This included setting up APIs for real-time data processing and implementing CRM systems to manage customer interactions efficiently.
Performance and Security: To guarantee that the website could support high traffic volumes without compromising speed or security, we implemented advanced caching mechanisms, used CDN for global content delivery, and conducted rigorous security assessments.
Working with a range of custom modules and integrations, Ackama’s design system allowed Pacific Blue to direct a consistent customer experience within the corporate website, campaign, pricing and sign-up experience. This investment allows rapid innovation in the complex and evolving Australian energy retail market.
Ackama’s commitment to sustainable energy innovation aligns fully with Pacific Blue’s mission to democratise access to renewable energy for Australian homes and businesses. We both share a core belief in the power of technology to create societal and environmental change. Through this project, Ackama was a partner in Pacific Blue’s mission to transform the energy landscape. This collaboration underscored a mutual dedication to creating platforms that not only serve immediate business needs but also contribute to a sustainable future.
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