UZ Energy
Technology
XX years
From unknown manufacturer to confident international brand
Challenge
UZ Energy is a Shenzhen-based company developing energy storage systems for homes and large-scale applications. In 2018, they were preparing to expand internationally. Their technology was strong, their ambition was clear, but they didn’t yet have a brand that reflected it.
Solution
Industrial designer Torsten Valeur from Valeur Designers, who was already working on their new flagship product, introduced me to the founders. I joined to help define the brand at a strategic level — what it should stand for, how it should speak, and how it could earn trust in new markets.
Together with Studio Jacob Lindblad on visual identity and web design and Jacob Frederiksen on development, we built a brand from the ground up. Clear positioning, a confident narrative, a new visual expression and a corporate website that could carry their message to Europe and the US.
The leadership team at UZ were not interested in simply looking more Western. They wanted a brand that reflected their own ambitions and pride in being a Chinese company leading in technology and design. That mindset shaped everything we did.
The partnership continued well beyond the rebrand. Over the following years, I worked closely with senior leadership on product launches, naming, messaging, and making sure the brand stayed coherent as the company grew. This was not a one-off project — it became an ongoing collaboration based on trust and shared ambition.
Impact
The new brand gave UZ Energy clarity and confidence, both internally and in the market. It helped them speak to investors and partners with a stronger voice and opened doors in new regions. Importantly, it gave the team something to rally around — a brand they felt represented who they were and what they were building.
In 2024, after UZ changed ownership, the founders invited me to help shape a new B2B venture in Boston. The project is still under wraps, but it reflects the strength of the relationship and their trust in the work we have done together.
Takeaway
The most rewarding part of this collaboration is the partnership. UZ’s leadership always approached branding with seriousness and vision. They wanted to build something real and we did.