A hundred-year transformer manufacturer reframed for the data-center procurement officer.
Delta Star has been making the transformers that hold up the North American grid since 1924. Their newest and fastest-growing customer is the data-center hyperscaler buying transformers by the truckload to power AI training clusters. That customer doesn't read 1990s industrial-catalogue websites. We needed a site that reads forward-motion to a 30-year-old electrical engineer at Microsoft while still feeling trustworthy to a 60-year-old utility procurement veteran.
02
/ 04
The Future Of Power
In Figma we anchored the rebrand on the hero line "The Future Of Power." Forward-leaning. Confident. Claiming the next era of grid infrastructure rather than the last one. Photography moved from product-against-white to product-in-context — substations in the field, mobile-repair units on highways, control cabinets in real data-center build-outs.
Dedicated product-line landing pages for Power Transformers, Mobile Transformers, Unitized Substations, and Control Cabinets — each with the technical specification depth a procurement engineer needs before they pick up the phone. Data Center vertical given its own landing page acknowledging it as a distinct customer with distinct requirements. The marketing team publishes recognition (Top Employer, Best Place to Work, Virginia Tech sponsorship) without engineering.
Four dedicated product-line pages live. Data Center vertical legible as a first-class customer. The hundred-year heritage reframed as forward motion. Procurement engineers from data centers AND utilities now have a site that takes them seriously.
