In a category with low awareness and consumer misperceptions, Sungevity took the opportunity to define a new kind of offering: solar power accessible to everyone. However, they led with the functional benefits of their offering and didn’t connect consumers to the emotional benefits of sustainable energy.
We delved into their business model and defined and segmented their target audience, identifying each group’s motivations and hierarchy of needs. From this, we built a brand platform that shifted power to the people, and specifically homeowners. We also identified markets with the highest potential for conversions for their sales force. A fresh, welcoming brand identity helped successfully launch Sungevity’s novel approach within the solar category, where they enjoy continued growth as customer awareness increases.