Lodestone - Brand Identity
Lodestone Energy set out to define a clear, contemporary brand identity that would reflect a different way of doing energy in Aotearoa. The challenge was to create a brand system that communicated better value solar-backed energy, without the barriers typically associated with solar – no panels, no upfront cost, no contracts. Just locally generated power, shared with local communities.
The challenge
The brand needed to feel:
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Enabling, not technical
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Straight-up, in a category full of complexity and fine print
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Rooted in community, reflecting energy generated by named solar farms in real places.
The resulting brand system had to work seamlessly across retail marketing, campaigns, digital experiences, out-of-home, and internal communications – while remaining flexible enough to grow as Lodestone expands into new regions.
The Insight
The energy sector is fiercely competitive, so cut-through demands an idea that feels genuinely new, relevant and engaging. Simply doing what everyone else does won’t stand out. That’s why we leaned into ‘local energy’ and defined what it truly means, making it a core pillar of the Lodestone Brand ID.
The idea
At the heart of the Lodestone brand is a simple belief - energy should be local, fair and easy to access. Our goal was to build a brand that brought those three ideas to life.
Lodestone was already breaking boundaries in commercial solar and had built strong equity in its teal colour. We kept this distinctive heritage, while evolving the look and feel into something fresher and more retail-focused.
To help the brand stand out in a crowded category, we introduced a warm, human tone of voice and a friendly graphic style. The result feels neighbourly and approachable, more like a local community partner than a corporate energy retailer.
The execution
The brand combines a warm, accessible visual identity with a clear, community-focused voice. The visual system is anchored in Teal, balanced by Bone and Ink, with Yellow and Gold used as optimistic accents. Typography is impactful and humanistic, while hand-drawn iconography and continuous-line illustrations reinforce ideas of flow, connection, and local energy networks.
Accessibility remains central, with colour contrast and typography aligned to WCAG AA standards across digital and print.
The tone of voice is enabling, straight-up, and community-driven — using clear, honest language that celebrates local people, places, and energy, resulting in a brand that feels human, specific, and unmistakably Lodestone.
The impact
The campaign mobilised extraordinary generosity nationwide:
24,963 children received Christmas joy
59,236 toys donated
4,721 families fed
3,608 families supported through the Joy Store
3.9 million social media views in 30 days
2.1 million dollars in donated media value
