We were approached by solar energy start-up Solar Gateway to create a new brand identity, website and marketing communications. The founders of Solar Gateway wanted to bring a fresh, honest and straightforward approach to an industry with a tainted reputation.
To start the process we dug deep into what people’s current perceptions of solar panels were. We spoke with 30 different people from different age groups and backgrounds to see what they thought about solar panels. One thing we found was that the perceptions of solar energy weren’t clear, a lot of people mentioned they didn’t see that solar panels were effective and that they cost an absolute fortune. From our research, we also found that trust was a big issue and that the industry as a whole didn’t have the best reputation. We also found that the companies in the solar energy market looked very similar.
From our research, we found that a lot of the solar companies out there didn’t look trustworthy or have differentiated brand identities. We also found that the entire industry used the same colour in their communications. But when everyone is the same colour – how can you stand out? We suggested a colour that was completely the opposite.