Background
In a category with low awareness and a plethora of consumer misperception, Sungevity took the opportunity to define a new kind of offering—one that makes solar power accessible to everyone.
However, like everyone else in renewable energy, they were touting the functional benefits of their offering and not connecting the emotional benefits that they bring to consumers' minds.
Solution
We delved into their business model and then defined and segmented their target audience. We built a consumer profile for each audience that not only defined their demographics and lifestyle, but also their motivations and hierarchy of needs. From this, we built a strategy platform that shifted the power to the people—translating their functional benefits to emotional benefits that resonated with the homeowner audience.
In addition, we identified potential markets with the highest potential for conversions for their sales force.
Results
The strategic platform and visual identity system helped successfully launch Sungevity's novel approach within the solar category. They are positioned very well to enjoy long-term growth as the residential market ramps up due to increasing customer awareness and decreasing systems costs.
"Addis Creson created an identity that did not just reflect the soul of our company, but helped shape it. Now as we grow it is uncanny how the brand elements they divined and designed for us stretch to fit around our evolving enterprise, reminding our internal stakeholders of who we are and presenting us to external audiences in an effervescent way. We would recommend working with them to anyone."
Danny Kennedy
CoFounder
Sungevity
Internal & External Research
Review Business Strategy
Category Analysis
Stakeholder Interviews
Touchpoint Analysis
Brand Platform
Segmentation
Brand Story
Brand Identity & System
Collateral
Environmental Design
