Upwing Energy

Overview

Upwing Energy, an innovative energy technology company, partnered with Chronos to evolve their website during two critical stages of growth: first at launch to establish credibility, and later as they gained market traction. I led the effort to define the site’s structure and visual identity for both iterations, aligning each design with the company’s shifting goals and audiences.

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Requirements

The design requirements for this project centered on meeting the needs of two distinct audiences—risk-averse engineers and potential investors—while aligning with Upwing Energy’s evolving goals. The first iteration prioritized showcasing technical depth to engage engineers, with a focus on presenting large blocks of technical information in a visually appealing and easily digestible format. The second iteration shifted toward a marketing and investment focus, balancing technical credibility with polished visuals and messaging to appeal to a broader audience.

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Solutions

In the first iteration, shortly after product launch, the website was designed to establish credibility and prove the viability of Upwing Energy’s innovative technology. The focus was on engaging risk-averse engineers who could champion adoption within their organizations. To meet this goal, the design emphasized technical depth, featuring schematics, animations, and proof-of-concept data. By prioritizing transparency and offering in-depth resources, the site successfully generated interest from early adopters, building a foundation for future customer engagement.

In the second iteration, as Upwing Energy gained market traction, the website was redesigned to appeal to investors and expand market visibility. The focus shifted to highlighting business potential, with streamlined technical content supported by dynamic visuals, professional imagery, and engaging video elements. This polished redesign balanced technical credibility with a marketing-driven narrative, enhancing the company’s reputation, attracting investor interest, and positioning Upwing Energy as a mature industry leader poised for growth.