Stunning new brand identity and dynamic SEO-led features make Portacell’s new website the perfect launch pad for its innovative energy model.

The challenge

Portacell is a new type of energy provider aiming to be first-to-market with its zero carbon and zero emissions battery alternative to diesel generators.  Having spotted the ideal market window for its innovative subscription delivery model, the directors urgently needed a website to support investment activities and lead generation.

Being so new, Portacell had no brand style, tone of voice or assets to bring its marketing to life. Strategic messaging was also still under development. This meant that key planned content streams like events and authored thought-pieces would not be available for launch.

Having worked with us at other successful start-ups, Portacell’s CEO challenged us to create a vibrant and effective online presence.

The solution

We created a complete brand style book from scratch, including logos, colour palette and fonts for use in its marketing. The style is contemporary, incorporating motifs and imagery reflecting the company’s green ethos and market sector.

There was nothing like Portacell, so we carried out a benchmark review of subscription-based technology providers in other sectors. We combined the best ideas into the website structure, along with new and dynamic features. This included things like subtle animation to bring the home page to life.

Images and illustrations play a big part in this website. Our designer incorporated the brand leaf into modern relevant images. These are used throughout the website and in background elements.

To avoid delays due to concurrent messaging development, we worked very closely with Portacell’s copywriter. By sharing page designs with her much earlier, she was able to write text to fit which saved time later on.

The Resources section uses categories and tags, which can be filtered as new types of page are added. This allows for maximum flexibility in the addition of future content, and improves SEO.

As part of an ongoing support plan, we also provided Portacell staff with some training in Google Analytics and Google Search Console, to enable them to track and improve SEO.

The results

Despite the tight deadline, Portacell’s website was delivered exactly to the client’s expectations in time for its first marketing campaign and was instrumental in attracting a major lead within a few weeks of going live.

Portacell’s marketing team used the design elements we created to make a simple animated explainer video, which has now been added to the site.

The user friendly block editor makes adding new content types easy and Portacell continues to make its own simple changes and additions to the site with minimal support input using the tools within WordPress.

There is simply no-one better out there at creating great-looking, effective, marketing-led websites than Indigo Tree. I could not be more delighted with the Portacell website. It’s working hard for us and, less than two months after launch, already delivering results.”

Andrew mercer | ceo | portacell