Hydrostor
Brand Strategy & Visual Identity Refresh
TECHNOLOGY INNOVATION
The challenge
Founded in 2010, Toronto-based Hydrostor has emerged as a frontrunner in developing long-duration energy storage solutions (LDES). Leading investment groups that included Goldman Sachs could see the vision, too — giving Hydrostor the capital and confidence to advance LDES projects in Canada, California, and Australia. The company was positioned to be a global player in the future of energy storage.
But rapid growth and expansion meant Hydrostor faced challenges with inconsistent messaging that diluted brand coherence and effectiveness. So, in 2023, Hydrostor engaged 3/Thirds to redefine its brand identity and communication strategies to align with its mission of delivering clean energy storage solutions around the world.
What we noticed
Through in-depth interviews and market analysis, we discovered Hydrostor's strengths, such as its proven technology known as A-CAES (Advanced Compressed Air Energy Storage), solid financial backing, and visionary leadership. These elements underscored their unique positioning as an industry trailblazer in transforming the energy grid with scalable, emissions-free solutions.
But there was still a need to achieve consistency in messaging, strengthen brand recognition among industry stakeholders, and position itself more clearly as a leader in the energy sector.
What we delivered
3/Thirds crafted a comprehensive brand identity strategy framed around “Foundational Innovation.” This included:
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Theme Development: Highlighting the proven stability and massive opportunity inherent in Hydrostor’s offerings.
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Messaging Strategy: Constructing a coherent narrative to convey technological benefits, community involvement, and leadership ethos effectively across all platforms.
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Visual Identity Design: Initial rounds focused on creating a cohesive brand look, with potential explorations into name changes for better market clarity.
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Go-to-Market Strategy: Formulating a targeted plan integrating digital advertising, social media, corporate PR, and project-oriented outreach to enhance brand visibility.
Impact
With a clarified message and focused go-to-market framework, Hydrostor has met and exceeded its core objectives over the past 18 months.
Significantly higher visibility in major media outlets:
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Featured in The Economist; Wired; The Times (London)
Passed major funding milestones:
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$200 million in new investment funding
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$1.7 billion loan guarantee from the U.S. Department of Energy
With a strong and well-defined brand and position in a complex and competitive market, Hydrostor now has the strategies and tools to grow engagement among key audiences that include government organizations, current and prospective investors, representatives for community where LDES projects are proposed or underway, and media platforms that now better understand Hydrostor’s technology, potential, and valuable thought leadership in the energy storage space.