SERVICE
Brand Development / Brand Identity / Brand Messaging / Brand Guidelines / Visual Identity / Graphic Design / Web Design / Web Development
CLIENT
TheStorage /
Buffer Solutions
YEAR
2025
TheStorage is a Finnish start-up ready to create fossil-free growth with their industry-transforming solution. Their thermal energy storage technology, utilizing ordinary sand, reduces industrial emissions by giving operators access to renewable energy at all times. They’re well on their way to leading the charge in the clean energy transition.
MacWell had the pleasure of transforming the TheStorage brand and website from elementary assets to a cohesive whole that complements the strength of the solution.
MacWell had the pleasure of transforming the TheStorage brand and website from elementary assets to a cohesive whole that complements the strength of the solution.
In the prework phase, we immersed ourselves in company materials, the technology, and researched the competition. We used the learnings to collaborate with the client in creating parameters and substance for both the brand’s purpose, messaging and visual identity.
We completely redesigned TheStorage’s elementary brand assets, including the logo.
The logo now incorporates two silos: the basic principle of the solution, an infinity symbol: future-proof and durable, and the letter S, for Storage.
The logo now incorporates two silos: the basic principle of the solution, an infinity symbol: future-proof and durable, and the letter S, for Storage.
We paired the colour palette inspired by thermal gradients with clean, functional typography that reflects technical credibility.
Brand imagery is focused on the solution’s main ingredient: ordinary sand.
Brand imagery is focused on the solution’s main ingredient: ordinary sand.
A brand manual with comprehensive guidelines ensures consistency through all touchpoints - from pitch decks and investor reports to web assets and facility signage. Our modular, priority-based approach allows the manual to grow along with the company.
Thank you for uncovering the deepest core of our brand, strong visuals, on point messaging and believing even when we doubted ourselves. An amazing job and a fantastic end result."
– Niina Ojala, Commercial and Marketing Lead, TheStorage
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