Putting energy into power delivery

Carillion, one of the UK’s largest infrastructure and utilities companies, had created a revolutionary new product with the potential to transform the power delivery marketplace for the better.

Wanting to create noise about its launch, we were trusted to undertake in-depth research, strategy development, naming and brand language definition for the new product, which needed to be supported by literature, brand guidelines and a stunning launch campaign.

  • Research and analysis
  • Naming
  • Visual identity
  • Language and tone
  • Design look and feel
  • Brand guidelines
  • Launch campaign
  • Literature & reporting


Carillion is an integrated support services business, employing over 43,000 staff with global contracts spanning education, justice, defence and transport.


Sparking ideas

After digesting the mountains of data available to us, and conducting several details sessions with stakeholders, we had a clear brief for naming Carillion’s new product. It needed to be memorable, impossible to misconstrue and like no other in the market. This led us to ‘PowerFlow’, which we set about protecting and securing a domain name for alongside Carillion’s in-house brand and product development teams.

PowerFlow Brand ImagePowerFlow Brand Image

Let the power flow

The main benefit of the PowerFlow product was that it took power delivery underground and out of sight – enabling electricity to flow more and efficiently, while lessening the need for ugly electricity pylons. That influenced the creative idea at the heart of the product launch: ‘The most visible advance in power distribution the world will never see’.

PowerFlow SymbolPowerFlow Symbol
PowerFlow Logo on BluePowerFlow Logo on Blue

Primary colours


Dialing up the detail

PowerFlow’s underground cables were round in cross section, and became our inspiration for the product’s visual identity. With a symbol that featured concentric circles – more prominent towards the centre and lighter on the outside – we conveyed the true power behind the new technology and the efficiency benefits it delivered. When combined with a crafted wordmark, the result is memorable and distinctive.

Confidently switched on

To throw more weight behind the fledgling brand and outline its pedigree, we supported all communications with a ‘Powered by Carillion’ strapline. Finally, with PowerFlow being a global product, it required a comprehensive set of guidelines. We went above and beyond to deliver beautifully printed hardback books that outlined every the brand’s elements in detail.

Cubic created an innovative visual system that felt brand new yet completely familiar – exactly what our brief requested.

Joanne Wilkins
Product Development Director, Carillion

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