AmpUp Helping businesses go electric and never look back.

Scope

Brand Identity & Messaging, Naming, UI/UX, Web Design, SEO, Omnichannel Campaigns

Industries

Clean Tech, EV Charging, SaaS, Energy

Year

2024-Present

AmpUp is an EV charging management platform helping fleets, properties, and utilities operate and scale charging infrastructure. I led the evolution of its brand, website, messaging system, and content strategy, creating a clearer experience for every audience from first search to sales conversation.

92%

Growth,
Search Impressions

36%

Growth, Inbound
Leads

Growth,
Top 3 Google Rankings

The Challenge

Confidence, Not Kilowatts

AmpUp had the technology. The challenge was helping every audience understand why it mattered.

AmpUp served fleets, installers, property owners, workplaces, municipalities, and utilities, each with different goals. Operators cared about utilization and ROI. Installers needed compatibility and simplicity. Property owners needed confidence in long-term value.

The platform delivered all of these outcomes, but the brand experience didn't. Messaging varied across the website, sales materials, and product touchpoints. Visitors often had to translate a broad EV charging story into their own needs. At the same time, the website competed for generic search terms instead of the specific questions buyers were asking.

The challenge became clear: create one brand system flexible enough to speak to different audiences while reinforcing what made AmpUp different.

Working as a one-person creative team, I led the brand evolution across strategy, messaging, UX, web design, SEO, content systems, and campaign development, building the foundation with a lean budget and focused resources.

The Big Idea

Driving Electric Mobility Forward, One Charge at a Time

People don't buy EV charging software. They buy reliable infrastructure, predictable costs, and fewer operational headaches.

The opportunity was to position AmpUp around the outcomes it enables, not just the technology behind it. "We Get EV Power to Your People" became the foundation. It gave every audience a clear entry point while connecting back to the same core ideas: reliability, access, and control.

The voice followed the same direction: confident, optimistic, and human. Brand values moved beyond messaging documents and into website copy, campaigns, sales materials, and product experiences.

Tagline Anatomy

An effective tagline does more than just sound good, it connects expertise and value directly to the audience.

We Get

Expertise & support, not just transactions

Implies a process
and partnership

EV Power

Way beyond hardware: software, service, & scale

Alludes to the freedom to roam / from range anxiety

to Your People

Speaks directly to business customers, clarifies B2B

Includes drivers, operators, decision makers, and partners

Tagline Adaptations

EV Power to Your People isn’t just a tagline, it’s a flexible message you can adapt to any audience. Swap in “your people" for “your clients” or “your community” to speak directly to the groups that matter most, keeping the core promise while making it personal.

The visual system built on the existing green and purple palette. Since those colors were already established, I expanded the system with supporting colors, gradients, stronger typography, and photography that gave the brand more confidence and flexibility across channels.

An inherited green-and-purple palette, pushed into a bolder, more flexible system built to carry across web, deck, sales enablement, and campaign.

The Approach

Different Users, One System

AmpUp had one platform serving six very different audiences, but the website asked all of them to follow the same path.

A fleet operator evaluating uptime and cost savings has different questions than an installer looking for compatibility. A property owner needs to understand access and revenue opportunities, while a utility is thinking about grid impact and long-term energy management.

We rebuilt ampup.io around those decision points instead of the product structure. Each audience path (Fleet, Workplace, Multifamily, Municipalities, Hospitality, and Installers) now leads visitors through the information most relevant to them, connecting their challenges to AmpUp’s capabilities and proof points.

The goal wasn't to create more content. It was to create a clearer path from "Is this relevant to me?" to "This is the right solution."

Use-case pages, desktop and mobile. Each one works as an audience landing page and an SEO engine at the same time.

The Approach
(Continued)

Built on SEO, Not Over It

AmpUp had a few years of earned search equity, so the goal wasn't to start over. It was to make the site work harder. We rebuilt the content architecture around the questions customers were already asking, mapping each product and use-case page to a specific audience, search intent, and conversion path.

Just as important, the site was engineered to be read by machines as well as people. Structured data (JSON-LD) across key pages makes AmpUp legible to Google and AI crawlers alike. Internal links were mapped deliberately, so authority concentrates on the pages that matter instead of cannibalizing between them. The technical foundation stayed fast, mobile-first, and fully crawlable.

SEO wasn't a layer added after design. Google Search Console and Ahrefs run continuously to track keyword performance, surface content opportunities, and prioritize updates based on what audiences actually search. AI-assisted workflows speed research, briefs, and optimization, while strategy stays human-led.

AmpUp’s values (dependability, access, and adaptability) come to life in real features: uptime guarantees, live diagnostics, and monitoring that never sleeps. Trust isn’t claimed; it’s demonstrated.

Results

92%

Growth, Search Impressions

36%

Growth, Inbound
Leads

Growth,
Top 3 Google Rankings

The redesign turned the site from a brochure into an acquisition engine. Search impressions nearly doubled year over year, up 92%, while the number of keywords AmpUp holds in Google's top three positions grew sixfold after launch. More importantly, visibility converted: form submissions rose 36%, from roughly 2,700 to nearly 3,700 inbound leads.

Because the site was engineered to be read by both search engines and AI models, with structured data, intent-mapped pages, and deliberate internal linking, AmpUp now surfaces in AI-generated answers and draws referral traffic from tools like ChatGPT and Perplexity, a channel that didn't exist before launch.

Beyond the metrics, the biggest shift was operational. Marketing, sales, and product now share one brand system that supports campaigns, launches, and customer conversations, and the growth team reached its full-year acquisition target within the first five months of 2026.