Smart Energy Meets Smart Design: dystrick Launches New Digital Brand for CURRENT

San Jose, CA, September 28, 2009 --( dystrick design, Inc. (, a creative design and communications agency, has announced the launch of CURRENT’s new digital brand at

Headquartered in Germantown, Maryland, CURRENT provides SmartGrid technology solutions for electric utilities around the world. CURRENT’s scalable solutions combine advanced sensing, enterprise analysis software and other value-added services to provide real-time actionable information to improve the efficiency of the electrical grid. With the new global push and investments to address climate change around the world, CURRENT’s solutions are primed to reduce environmental impact of energy usage and increase overall efficiency and reliability.

Sean Sinatra, dystrick’s Managing Director: “CURRENT’s SmartGrid technology solutions are part of the revitalization of the energy industry and their technology is being used by utilities around the world including in several of the largest Smart Grid deployments. They needed a trusted and thorough creative agency to deploy a new digital brand that would convey and educate the market succinctly and vibrantly.”

dystrick’s objectives for the CURRENT project were clear-cut.

- Provide a new digital presence and brand image

- Extend the new brand image to resonate with new and existing customers

- Develop an intuitive information architecture with navigation system

- Educate the market

- Set the stage for later Web development that fosters the community of customers, partners, investors, and analyst.

“dystrick came highly recommended and they came through as expected; managing and guiding us through a collaborative process every step of the way to a satisfying final product,” said Matt Dinsmore, CURRENT Group’s VP Corporate & Product Strategy. “The new CURRENT website is a perfect example of how thoughtful, compelling design can make a huge difference in a company’s online appeal.”

Sean Sinatra, dystrick Managing Director: “It really takes the combination of two teams to make a win-win situation: CURRENT Group and dystrick. We respect our customers and do our diligence to ensure objectives are always met. This is more than a business to us.”

About dystrick design, Inc., is a creative design and communications agency focused on the architecture of information for branded and emerging companies worldwide. As a design firm, dystrick integrates a variety of marketing disciplines, from website development and enterprise technology solutions, to print and advertising campaigns, to provide emerging and established companies with a consistent brand. Clients include Actelion Pharmaceuticals, Adamind, Anchor Bay Technologies, Alvarion, American Reprographics Company, Celeno Wireless, Coyote Point Systems, FrontRange Solutions, Health Strategies Group, Hewlett-Packard Company, Huntington Mechanical Laboratories, iRise, ONStor and Tegrity to name a few.

Founded in 2000, dystrick design is located in San Jose, California, and is privately held. For more information, please call +1.408.286.6952 x 301.

CURRENT provides electric utilities a Smart Grid solution that increases the efficiency and reliability of the electric grid while reducing the environmental impact of electric usage. CURRENT’s scalable solution combines advanced sensing technology, two-way low latency communications and enterprise analysis software and related services to provide location-specific, real-time actionable data that is easily integrated into a utility’s existing IT infrastructure.

CURRENT is a member of the Xcel Energy SmartGridCity™ consortium that also includes Xcel Energy, Accenture, Schweitzer Engineering Laboratories, Ventyx, GridPoint, OSIsoft and SmartSynch. Xcel Energy’s SmartGridCity™ is utilizing the fully integrated CURRENT Smart Grid™ solution that combines advanced sensing technology with two-way real-time communications, 24/7 monitoring and enterprise analysis software and related services to provide Xcel Energy with location-specific, actionable intelligence on its electric distribution grid.

CURRENT, a private company, was founded in 2000 and has blue chip investors including EnerTech Capital, Google Inc., Goldman, Sachs & Co., and Liberty Associated Partners (an investment partnership between Liberty Media Corporation and the Berkman family) among others. CURRENT’s progress has been recognized by numerous awards including the World Economic Forum 2009 Technology Pioneer, the GoingGreen East 50 Top GreenTech Companies, Dow Jones 2008 Ten Most Innovative Clean Tech Companies in Europe, 2006 Platts’ “Global Energy Commercial Technology of the Year” for its technology in relation to emissions reduction, practicality, reliability and overall commercial success, and Red Herring’s 2006 “Top 100 North America.”

dystrick design
Sean Sinatra
408 286 6952