Design and develop a new online platform and calculator for 28Watt to improve the user experience and make it easier for potential customers to purchase sustainable products and estimate costs and savings when transitioning to a more sustainable home.
28Watt is an Australian business helping families upgrade their homes with sustainable solutions including solar, batteries, heat pumps, and efficient appliances. But their brand didn’t clearly communicate who they were, what they offered, or why it mattered.
The name “28Watt” created curiosity, but not clarity. And while their digital tools were useful, the user experience made it hard for customers to understand the benefits or take action with confidence.
Tonic was engaged to modernise the brand from the ground up: design a clearer user experience, build brand trust, and align everything to a core proposition that captured what 28Watt really delivers — Home Sustainability, Simplified.
We began by digging into what makes 28Watt different. Behind the tech was a team of experts who make complex home upgrades easier, clearer, and more affordable. That became the foundation of our strategy: simplify, humanise, and build confidence.
Positioning & Tone of Voice: We introduced a new tagline, “Home Sustainability, Simplified”,supported by messaging that was approachable, expert, and practical. The key message “Upgrade your home. Downsize your bills.” brought real-world benefits to the forefront.
UI/UX Design: We reimagined the online calculator experience to be simpler and more intuitive, helping users estimate costs and savings at a glance — without friction or confusion.
Visual Identity: The new logo and design system brought together clean layouts, people-first lifestyle imagery, and a distinctive brand mark and arrow line device to guide users and highlight benefits. Colour and typography choices reinforced approachability and trust.
We helped 28Watt transform into a brand that feels both confident and trustworthy. The refreshed identity and user experience make it easier than ever for customers to understand their options and explore solutions, all backed by expert support.
From a clearer product offering to a friendlier interface, every element now supports the promise: helping Australians build better homes for their families, with less stress and more savings.
