Our Work / PSE Power

Brand Positioning

Client Testimonial


Padraig Smith, Managing Director

“We worked with Tony Frawley and his team on a project that lasted almost 15 months. Tony has an aptitude for detail and understanding clients that makes him stand out from the many competitors in his space. He pays close attention to what you say during consultation sessions and tries to capture the essence of your requests.

Tony led the team and project and delivered results on time, within budget and which exceeded our expectations. I am very happy to report that following PSE’s investment in branding and marketing with Frawley Branding our sales grew by 42%.”


For the past 3 decades PSE Power, has built an enviable reputation as a leading supplier of power protection and energy management solutions to multinational blue chip clients that include; Mercury Engineering, Veolia, Google and Novartis. With an aggressive growth strategy, PSE decided it was time to create a brand strategy that would redefine their position in the marketplace in line with their business strategy.

Brand Strategy

Reliability, honesty and people development are some of the key attributes that make PSE the successful company it is today. Following a series of insightful workshops with the SLT and speaking with key customers, we discovered that one of the biggest pain points, was a fear of being let down. Put simply, if the lights aren’t on then businesses stall. Whether a data center, a runway or a five-star hotel, the new brand positioning needed to reflect PSE’s absolute commitment to providing uninterrupted power.

Brand Positioning

We developed a positioning statement and brand identity that encapsulated PSE’s investment in its people and taken inspiration from the Sine Wave symbol recognised in the Power sector as a smooth repetitive oscillation or constant uninterrupted flow of power. Creating a bespoke symbol, we have introduced several intertwining strands that resonates a Helix DNA strand, reinforcing the concept that ensuring the continuity of power is part of their DNA.


Our People, Your Power Assured

Brand Identity Design

Brand Activation


The new brand position and identity is a reminder to all employees, that providing critical power solutions to their clients is part of the DNA make-up of the company.

Branding Solutions Delivered


  • Customer interviews
  • Customer segmentation & profiling
  • Market research & analysis
  • Strategic brand workshop
  • Brand vision
  • Brand personality
  • Brand truths


  • Brand identity development
  • Brand identity rules & guidelines
  • Go to market strategy
  • Website strategy, design & build
  • Brand Experience, exhibition design and build
  • Company corporate brochure
  • Videography and photography
  • Signage across full company fleet, buildings and products


  • Full suite of stationery
  • Key Messaging and activation across suite of sales collateral
  • Workwear design and guidelines for usage
  • Tender document templates
  • Presentation templates