Jul ‘23 - Dec ‘23
Designing Polaris Grids' Marketing Website following a rebrand
Content Strategy
Website Design
For :
My role :
Lead, UX and UI designer
Industry :
Power, Smart metering and grids
Team :
Project with Network of Creative Thinkers
Gowtham (UI)
Jay Sethi (Intern)
Rudransh Mathur (Director)
Designing a marketing website with a tailored content strategy and visual style to launch Polaris’s renewed brand.
Polaris, formerly Grampower, is revolutionizing India's power infrastructure with advanced distribution and management systems. Serving real estate, co-living, hospitality, and DISCOMs, Polaris digitizes metering, billing, and collection while tackling wastage and theft. Its tech-driven solutions empower users with transparent energy data for smarter consumption.
We created a marketing website following a rebranding exercise transforming Grampower to Polaris. Given the diverse target audience and extensive range of services, our approach focused on crafting a content strategy and visual style that resonated with each distinct group. We aimed to effectively communicate the ethos of the new brand while aligning with the unique goals of each target demographic.
TL:DR
End-to-End Website Strategy & Design – Led the marketing website project from pitch to launch, shaping content strategy, IA, and visual design to align with Polaris’s rebrand.
Seamless Brand Integration following a rebrand – Ensured consistency with Polaris’s new identity by incorporating brand language, micro-interactions, and motion elements. (Jump to the final design)
Understanding the varied customer segments – Conducted deep research, developed user personas, and ran interviews to tailor content and navigation for diverse audiences.
Competitive & Industry Analysis – Studied competitors across power and tech industries to refine IA, content strategy, and visual patterns.
Balancing Aesthetics & Functionality – Designed a visually compelling yet highly navigable website that conveys Polaris’ ethos
Project pitch
We developed three content and IA strategies for Polaris’s marketing website for the initial pitch. Since Polaris serves both government utilities and private sector clients, each with different needs, we explored:
A broad, story-driven approach highlighting Polaris’s scale.
Separate landing pages for utility and private sector audiences.
Detailed pages tailored to each target group.
After weighing the pros and cons, we recommended option 3, won the pitch, and kicked off the design process.
Slides from the pitch deck
Key needs from the website
Brand and Business :
Communicate the new brand ethos and establishing Polaris as an industry leader in terms of capability, scale, and innovation.
Develop the content strategy to meet business objectives and build trust and credibility across all TGs.
Customer :
Personalised information that highlights the most relevant USPs for each audience.
Real-world use cases that go beyond what they already know.
Clear credibility and trust to help them confidently invest in Polaris’s system, and see how Polaris can help them throughout the process of setup and usage.
Understanding the landscape
Stakeholder interviews :
We spoke with internal stakeholders to deeply understand Polaris’s business and define website goals. Using insights from discovery sessions, we interviewed key user archetypes to uncover their needs, pain points, and what drives retention—informing content and design decisions.
Interview notes- Notion, Dovetail
Design patterns and aesthetic study :
Through an extensive study of primary, secondary, and cross-category competitors we learned about the information architecture models, content strategy, and visual patterns used within the power and technology industry.
Slides from the comp. study deck
Transitioning into the new identity
To facilitate a seamless transition from the previous brand, Grampower, to Polaris, we implemented an intermediary landing page for a soft launch while the final website was undergoing design and development. This approach allowed for a gradual introduction of the new brand to stakeholders and users.
The new responsive website-
Balancing aesthetics and functionality
Tailoring information across different pages for targeted communication
Taking into account the varying requirements and use cases for the same products across different personas, we customised the each page by adjusting the tone of voice and product technicality ranging from a friendly approach for the private sector novice users to a more formal and knowledgeable tone for the expert government sector users.
Product descriptions curated and adapted for each page.
Using simplified visualizations of complex processes
Recognising the complexity of the technical products and services in Polaris’ solution stack, we distilled them into easily understandable animations and visuals.
Connecting to the brand with carefully designed content, micro-interactions, and visuals
In transitioning from Grampower to Polaris, the primary objectives were to position the rapidly expanding company as an industry pioneer, showcase the scale of operations, and instil a sense of trustworthiness. We reflected these fundamental brand values through details in content, design, and micro-interactions.
Representation of product functionality through simplified UI
To facilitate the process of transitioning of the Polaris products and maintaining a seamless experience on the website, we simplified Polaris’ current app screens and the complex user flows to create representational UI that matches the new brand.
Using the brand language
The branding team at NOCT did a great job of creating an extensive brand manual for the refreshed brand. and it was our job to ensure the experience was carried into the website and build upon through various graphical and motion elements.
The flow of power is visualised through light streaks in backgrounds, buttons and interactions across the website.
Glows, translucency and blurs to depict the intangibility of power
The Final Website
Reflection
Highlights :
This was the first full project I led, allowing me to balance both design and management roles—an incredibly rewarding experience.
Our team was fantastic; we collaborated closely, refining ideas through multiple iterations. Since the studio also handled the brand refresh, we worked hand-in-hand with the branding team to ensure seamless integration.
The results were strong, and the clients were highly satisfied with our direction and the depth of our content strategy.
Challenges :
This project was an interesting challenge in balancing client needs, documentation, and timelines while keeping the team on track and contributing to hands-on design work.
Want to elevate your website and brand?
Drop me a line or book a free call to start building a website that talks to your customers the way your business needs it to!