The Challenge
Foxwell Power was founded in June 2019 as a subsidiary of Shinfox Energy, part of Taiwan’s Foxlink group. In December 2019 it became one of the first companies in Taiwan licensed to sell renewable electricity. Within four years it was delivering green power to more than 300 delivery points and had added energy storage and energy-saving businesses.
The way Foxwell described itself had not kept up. Its website called it a green power trading platform backed by strong technology, a line that left out storage and energy saving, and each channel told the story a little differently. Several group companies had similar Chinese names, so staff often had to explain which one was Foxwell. The company wanted to lead with its English name and the FWP initials abroad, but at home the Chinese name 富威 was far better known. The old logo, an FP monogram with a plug for a symbol, did not help: its proportions were unbalanced, and its details blurred at small sizes.
Timing raised the stakes. Foxwell was preparing for an initial public offering (IPO) and planned to take its services overseas, so a listing review committee and new investors were about to judge the company on how it presented itself. It asked Geber for a brand strategy, a new identity, a website design and a film for the listing review.
What We Found
We interviewed five Foxwell leaders: the general manager and managers from its green power, storage and energy-saving businesses. Outside the company, we spoke with four energy buyers at large companies: two Foxwell customers in electronics, and two companies that did not yet buy from Foxwell, in semiconductors and global retail. We also compared Foxwell with 11 competitors across green power, storage and energy saving, and studied four energy brands for visual direction.
- Buyers weigh much more than price. They look at a supplier’s qualifications, the quality of the information it gives them, the volume it can guarantee and the length of the contract, and some visit the generation sites before they sign.
- Transparency already set Foxwell apart. Customers praised how openly Foxwell shared information and how much it knew, and one prospect described its service as complete and professional.
- Buyers want a long-term energy partner. They asked for a steward-style service, with regular energy updates and site visits from a partner that plans with them over the years. Foxwell already played part of that role by explaining a new market to its customers.
- Competitors sound alike. Most present themselves as energy problem solvers or system integrators, and few had an active presence on LinkedIn.
- The brand lagged behind the business. Foxwell’s own materials led with trading and technology, and its customers were looking for a partner to manage their whole energy transition. That gap became the brief.
What We Did
The brand strategy came first, and everything else was built on it: the FWP identity and website design, then the film for Foxwell’s listing review.
Positioning: One Partner for Every Energy Goal
We positioned Foxwell as a trusted provider of sustainable energy solutions that brings green power trading, energy storage and energy-saving services together around each customer’s targets. Its brand core commits Foxwell to creating value for customers and society through complete sustainable energy solutions, and its tone of voice is calm and professional, aiming to inform and inspire.
| From | To | |
|---|---|---|
| Position | A green power trading platform backed by technology | A total solution provider for corporate sustainable energy goals |
| What it leads with | Its license and its technology | Complete solutions across trading, storage and energy saving, planned around each customer’s targets |
| Name used abroad | 富威 (Chinese name) | FWP / Foxwell Power |
| Logo | FP monogram with a plug symbol; unbalanced proportions, details lost at small sizes | FWP lettermark with a blue-to-green gradient |
The strategy also set Foxwell’s market priorities: Taiwan first, then Asia-Pacific, then North America.
Tagline and Brand Story: Empowering a Greener Future
From the four lines we proposed, Foxwell’s team picked “Empowering a Greener Future” (Chinese: 啟動永續未來). It links the work Foxwell does for each customer to the wider push toward the United Nations Sustainable Development Goals (SDGs). In Chinese and English, the brand story moves from one-stop solutions for each company’s energy goals, to a way of working built on expertise and each client’s changing needs, to the commitment behind the tagline.
Logo and Visual Identity: A Lettermark for the Name Foxwell Takes Abroad
Our first logo proposals were symbols drawn from the interviews. Foxwell asked for a lettermark, because FWP is the name it would promote internationally, so the second round developed the letters. In the final mark, the color moves from blue to green to show Foxwell helping customers reach their sustainability goals step by step, and the overlapping letters stand for one-stop service. A supporting graphic built from the letter shapes fades from green to white.
The system includes logotypes in Traditional Chinese, Simplified Chinese and English, five brand colors and a set of Chinese and English typefaces, all documented in a brand guideline delivered in November 2023. We applied it to a 12-page company brochure, an A4 flyer, business cards, envelopes, a presentation template and staff ID badges.
Website Design: One Site for Customers and Investors
We designed Foxwell’s new website in Figma, for desktop and mobile. Customers find a page for each service line (green power trading, energy storage, energy saving and IT services) and a Service Performance section, and investors find Investor Relations, News and Sustainability sections alongside the company profile. Foxwell’s IT team built the site and translated it into English, and in September 2023 we helped them resolve layout issues on the English version.
IPO Film: The Company’s Story for the Listing Review
Companies applying to list in Taiwan present themselves to a review committee, and many use a short film as part of that presentation. We wrote the script and storyboard for Foxwell’s film of just over four minutes: it starts with the climate problem, introduces Foxwell’s role and its more than 300 green power delivery points, explains its three businesses, and closes with its people and the tagline. Production included an aerial shoot at a Foxwell project site in Su’ao, Yilan County, and the film was completed in 2024 in English and Japanese versions. Our article on how we plan a corporate film explains the method.
Project Timeline
| Date | Milestone |
|---|---|
| February 2023 | Contract and kickoff; internal interviews |
| March 2023 | Customer and prospect interviews; competitor analysis; brand strategy and first logo proposals (March 29) |
| April 2023 | Brand core message and tagline; second logo round (April 20) |
| May 2023 | FWP logo final; brand story and graphic elements; website design begins |
| June and July 2023 | Website pages approved; basic brand guideline delivered |
| August to October 2023 | Applications designed; results review and film proposal (September 1); support for the English website |
| November 2023 | Brand guideline and application designs final; film storyboard set |
| Early 2024 | Aerial shoot in Su’ao, Yilan County |
| Mid-2024 | Film completed in English and Japanese (final copy August 2024) |
Results
Foxwell Power still uses the brand we built.
The brand at work:
- The FWP lettermark heads Foxwell’s website (checked October 10, 2026).
- “Empowering a Greener Future” appears on Foxwell’s home page, and its sustainability page presents “Empowering a Greener Future 啟動永續未來” as the company’s mission and core value.
- Foxwell’s About page introduces the company with the positioning we wrote, as a leader in sustainable energy solutions offering green power trading, energy storage and energy saving, and takes its headline from the first chapter of our brand story.
- The four colored service tiles on Foxwell’s home page, and the site’s main sections from About and Services to Service Performance, Sustainability and Investor Relations, still follow the design we made in 2023.
The business since the rebrand:
- December 21, 2023: Foxwell joined Taiwan’s emerging stock market under the code 6994.
- January 15, 2025: Foxwell listed on the Taiwan Stock Exchange at TWD 81 per share. TechNews reported it as the first privately owned electricity retailer in Taiwan to list.
Is your company better than its brand suggests? Many Taiwanese manufacturers lead their category and still introduce themselves as a supplier. Talk to us about closing that gap.
