That success is due to a category-changing product. Our job was to make sure buyers could see that value — owning the brand from positioning through every surface it touches.
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Strategy & Creative Direction, Design 10Four / Logo Design Dennis Lennarduzzi / Web Development Nick Weisberg / UX Dylan Maclean / Renders Graeme Haunholter / Video Caleb Ford
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Teal builds commercial high powered EV charging equipment that are simple to operate and maintain operate 24/7 in harsh climate conditions.
Founder and CEO Soheil Akbari's conviction is straightforward: the chargers that exist aren't good enough, and that has to change for electric transportation to work at scale.
The relationship started before Teal was a charging company. Their first product was an electric transport truck — which needed a Level 3 fast charger. The chargers on the market were too expensive or didn't perform.
So they built one.
When the team realized the charger was the faster path to market, they shifted focus to work exclusively on the charging technology.
ORIGINAL AND UPDATED LOGOMARKS
Teal knows they are bringing a differentiated product to market: -50°C to +50°C with no derating, near-zero downtime, the highest power density on the market, total cost of ownership up to 90% lower than competitors. None of that was the problem.
The problem was the buyer. Utilities, engineering firms, charging networks, fleet operators — people who've been pitched before, and burned before. When a new Canadian manufacturer says their charger is better, scepticism is the default setting.
The real question buyers were asking? Not "what does your charger do?" It was "will you still be here in five years when something breaks?"
You don't engineer your way out of that question. You position your way out.
TEAL’S ORIGINAL WEBSITE - 2021
TEAL’S ULTIMUM CHARGERS - 2026
A charger is infrastructure, not tech. Most manufacturers treat an EV charger like a gadget. Spec sheets, feature wars, concept renders. But nobody tolerates a gas pump that works most of the time — and if electric transportation is going to happen at scale, plugging in has to be as dependable as filling up. In any climate. Teal's chargers are engineered to push operational failure to near zero. The brand had to carry that same conviction. Infrastructure companies build for decades — which, incidentally, is the answer to the five-year question.
Say why vertical integration matters. Teal designs the entire system. Nobody in the category had explained why a buyer should care: uptime, reliability, and a fault code that tells you exactly which part failed instead of opening an investigation. We moved that argument from spec-sheet footnote to centre of the messaging.
Build for the buyer's electrical reality. Site requirements are all over the board, and outside Teal's control. The product line answers it — Level 3 charging from 30kW to 480kW at 1000V, upgradeable inside the same cabinet. The brand architecture mirrors it: capability tuned to what an operation needs today, with room to grow. Nobody pays for charging they won't use.
A rebrand is seen as work done to address the look and feel. But all branding starts as a decision about positioning: what do you stand for and who do you serve.
Teal knew what they stood for. What they didn't have was anyone whose job it was to own the brand — to make the positioning calls, then direct the execution that makes them real.
Every design decision we’ve made is there to reflect and reinforce Teal’s position:
Simple over sophisticated. The identity is restrained because the product is serious. An intricate design language would have read as tech. Teal needed to read as equipment.
Showing what is real. What you see on the website is what's shipping and what's standing on the trade show floor. No future concepts, no vapourware. In a category full of prototypes, showing only what exists is a trust strategy.
Speaking like a manufacturer. Less content, deliberately. Manufacturers don't flood the zone — they publish what's true and let the equipment talk. Restraint on the website and in the marketing is a reflection of the brand.
The lineup is the hero. The chargers carry the site. Features get shown not because they're technically impressive, but because each one proves the promise — reliability you can point at.
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Most org charts have product people and sales people. Often nobody is there to own the brand. For a company Teal's size, that hire doesn't pencil out — so the work either doesn't happen, or an agency delivers a document and disappears.
We’ve worked with Teal since 2022 — through certifications and approvals, fundraising, and the steady work of keeping things sharp as the product line grew. Some stretches are busier than others with the work scaling to what Teal actually needs in the moment.
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