Create Brand Identity

Summit Power – Branding project

1. Project Overview
We are Summit Power, a New Zealand–based generator retailer supplying portable and backup power solutions across multiple industries.
Our products range from:
• 10kVA generators suited to tiny homes, food trucks, and tradies
• 30kVA+ units for small and medium business backup power
• Larger industrial units (future growth area)
We sell nationwide and service:
• Tiny home-owners
• Electricians, and electrical suppliers
• Businesses
• Small, Medium and large commercial operators
• Portable food vendors
• Many others.
We are looking to build a professional, scalable brand identity that positions us as:
• Reliable
• Commercially credible
• Technically competent
• Easy to deal with
• High-value (not cheap, not luxury — strong ROI positioning)
This project includes logo design, brand guidelines, and core branded assets.
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2. Objectives
We want a brand that:
• Signals reliability and backup power security
• Appeals to both residential and commercial buyers
• Feels robust and engineered (not “DIY hobbyist”)
• Is adaptable for small social media graphics and large signage
• Can scale as we move into larger industrial units
We do NOT want:
• Cartoonish logos
• Overly playful branding
• “Cheap import” aesthetic
• Generic lightning bolt clipart
• Standard basic AI created content
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3. Target Audience
Primary buyers include:
1. Tiny home owners – value independence and off-grid reliability
2. Electricians – technical, pragmatic, performance-focused
3. Small businesses – need reliable backup to protect revenue
4. Larger commercial businesses – uptime, risk mitigation, compliance
Our brand must resonate with both practical tradespeople and business decision-makers.
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4. Deliverables Required
A. Logo Suite
• Primary logo
• Secondary logo variation
• Icon / badge version
• Black & white version
• Favicon/social icon version
Delivered in:
• AI or EPS (vector)
• SVG
• PNG (transparent background)
• DXF
• PDF
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B. Brand Guidelines Document
Clear brand guideline document including:
• Logo usage rules
• Clear space requirements
• Colour palette (CMYK, RGB, HEX)
• Typography (primary and secondary fonts)
• Visual direction
• Image style guidance
• Social media tone direction
We want a usable, practical document — not just a mood board.
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C. Social Media Branding
• Facebook cover banner
• Instagram profile styling direction
• Branding for use on the generators.
• 3–5 editable social post templates (Canva preferred)
• Branded highlight icons (Instagram)
• Social post layout style
* An awesome extra would be a logo version for Video intro/outro in GIF or MP4
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D. Business Assets
• Business card design
• Email signature template
• Letterhead
• Basic website design
• Basic PowerPoint/Canva templates
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5. Brand Personality
We want the brand to feel:
• Solid
• Dependable / Reliable
• Engineered
• Calm under pressure
• Commercially capable
Think:
• Backup power security
• Confidence
• Operational continuity
• Performance under load
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6. Colour Direction (Open to Expert Guidance)
We don’t have colour preferences, however our generators are generally White in colour.
*Have added 3x images of the product.
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7. Style Inspiration
We admire brands that feel:
• Industrial but modern
• Clean but strong
• Practical but premium
Avoid overly “tech startup” aesthetics.

Lastly - Feel free to ask questions if you have any!