Petalite

Petalite designed and patented SDC, a fast-charging technology built to solve the reliability and servicing problems that had long dogged the EV charging industry. Founded in Birmingham in 2014, the company spent a decade in R&D, picking up industry awards along the way, before it was ready to take its technology to market - with several industry leaders already signed on as pilot customers.

Petalite needed a website that could speak to three distinct B2B audiences at once - charge point operators, energy and utility companies, and automotive manufacturers - each with different decision-makers and different problems to solve, while standing up against established competitors like Kempower, Alpitronic, and ABB. The existing site was managed internally on WordPress, drawing around 600 visitors a month, with no agency support behind it.

The brief landed alongside a brand refresh running in parallel, with final guidelines not due until weeks before the site needed to go live. The website had to launch to a hard external deadline, be built to scale into new products, new geographies, and new languages as the business grew, and give Petalite's own marketing team the independence to run it without agency involvement day to day.

Petalite's brand was being developed in parallel by a separate agency, so we reversed our usual process, building the site's functionality from their designs rather than designing outward from wireframes. Discovery focused on interpreting brand and design intent quickly, so the two workstreams could move at the same pace rather than one waiting on the other.

The site carries a page-by-page colour system: admins can select a colour gradient for any page, and every element within it - icons, buttons, components - updates to match automatically. Two signature animations, a hexagon motif and an icon carousel, were built using GSAP and are unique to Petalite's site, translating the brand's visual identity into something that moves rather than sits static.

Underneath the design, the CMS was built for a marketing team to run entirely on their own - deep component customisation, any icon selectable from the library, and a fully customisable footer, all handed over with live training and a written user guide. Content ordering logic was also refined so articles could rank by last-modified date rather than only publish date, a detail that mattered for a site expected to be updated constantly as the business scaled.

For a company entering a market dominated by established players, the site gave Petalite something intangible but critical: the sense of a business that had already arrived. Visitors met the same distinctive presence Petalite showed pilot customers in person - assured, technically credible, and unmistakably its own, rather than a generic B2B tech template competing on price and specs alone.

That distinctiveness came without compromise. The animation-led design that made the brand feel alive stayed light rather than heavy - proof that ambitious, memorable design and a fast, efficient site aren't a trade-off, a detail that mattered for a business built around sustainability.

Petalite's own marketing team could run the site independently from day one, rather than staying dependent on an agency for every update - freedom that mattered for a company expecting to move fast: new products, new markets, and new geographies, all without a queue forming behind a developer.

The clearest signal of success came after launch. Petalite continued to work with Giant on new developments - animations, product pages and further development - well beyond the original brief.