Challenge: How can we demonstrate that transitioning to solar power can be easy and painless? How can we challenge the popular misconception that solar energy is expensive and unattainable?
SolarCity, the most prominent residential and commercial solar energy provider in the U.S., set a goal to provide millions of households with more affordable and eco-friendly electricity. Despite rapid growth in the industry, most consumers did not fully understand the convenience, accessibility, and cost-effectiveness of solar energy.
The solar energy industry was in it’s infancy - even though SolarCity held 42% of the residential solar market, it contributed to only 1% of the US's total energy production and had lower than 10% recognition amongst consumers.
Solution: Restructure the brand's messaging architecture, focusing on an alternative to 'traditional' energy. Arouse interest in stories that show a society fueled by sustainable energy. Focus on the benefits and future of clean energy to provide a positive outlook. Highlight that this technology is not just a product or a commodity, but a means to a brighter tomorrow.
We altered the color palette, typography, photography, and identity elements to represent simplicity and show how clean energy can be part of our everyday lives.
All in all, the work included an above-the-line and digital ad campaigns, revamp of the website, a redesigned custom customer acquisition process and the re-branding of the company's physical headquarters, retail locations and vehicles. The SolarCity creative team was responsible for the brand and creative strategy from conception to implementation, with assistance from Arnold Worldwide and Hello Design.