Launched at a time when solar energy rebates were at the highest point ever, Avant Solar were a new company competing with other solar providers eager to capture both the highly sought domestic/residential and commercial markets. With a plethora of solar providers in the market, Avant Solar required a completed differentiated brand to take to market.
Their key differentiator is quality over price. Where other competitors were winning work based a on a low-cost model, Avant Solar were only offering high-quality solutions that would stand the test of time. Part of the branding challenge would be positioning them as a premium provider for a target market concerned with more than bottom dollar – in essence concerned with a long-term solution. As such, Avant Solar’s holistic approach to energy needed to be demonstrated to the consumer through every communication.
We worked with the Avant Solar directors to establish a way forward. The brand would need to first and foremost appeal to two distinct markets residential and commercial, so it was critical that while conveying an energy component – they still looked corporate and technical at the same time. The Avant Solar brand came to life in a modern logo and corresponding theme that encompasses the identifiable shape of the photovoltaic panels. The logo responds to the brief, while individual communications respond to the concerns of each target audience.
With the residential and commercial markets having varying key drivers, we produced marketing collateral specific to each market. The commercial brochure provided background on Avant Solar’s solar offering whilst also expanding on their consulting capability in energy monitoring, management and generation as well as new wind technologies.
The brand application stemmed from corporate application through to a suite of brochures, press advertisements, uniforms, signage and event livery all contributing to positioning them as leaders in their field.