Sweden’s greatest photo voltaic power firm hopes to curiosity a youthful demographic in photo voltaic with a brand new positioning centred round “energy shifting”.
Justified Studio has rebranded, repositioned and reimagined the digital expertise for Swedish photo voltaic power firm Svea Photo voltaic together with a versatile digital platform constructed from the bottom up.
Because the third-largest Photo voltaic Vitality firm in Europe, Svea Photo voltaic was eager to speak with and reposition to a “youthful, tech-focused demographic”, explains Justified founder and inventive director Joshua Ogden. He says that the corporate’s present model adopted “all of the anticipated sustainable power tropes”, akin to “inexperienced earthy colors, the necessity to present inexperienced fields and roofs filled with photo voltaic panels.”
Justified was invited to pitch on the challenge based mostly on its earlier work for the United Nations, with “just a few weeks” to form a artistic angle, Ogden says. The studio’s preliminary strategy was to look past the power market to revolutionary know-how and way of life manufacturers, to “Make Svea Photo voltaic tech, make it instant and make it future”, he provides.
On the coronary heart of the model technique was a reconsideration of the notion of energy. “Svea Photo voltaic finally need individuals to shift their mindset towards utilizing inexperienced power, and what a inexperienced power firm stands for”, Ogden explains. “That is the place the Energy Shift model technique got here from. For those who work for Svea Photo voltaic, purchase from Svea photo voltaic and even establish with the model’s mission, you grow to be a Energy Shifter”, he says.
Evolving from this strategic positioning, the visible system adopted a “shifting electrical color palette” paired with a “slick typographic system”, Ogden says. This not solely helped to distinguish the model, however launched “a putting, optimistic tone not seen throughout the trade earlier than”, he provides. “Daring product imagery” – of the corporate’s photo voltaic panels and EV chargers – sits alongside images that includes freckled youthful faces, vibrant skies and pure landscapes.
A set of “graphic suns” was developed “to speak an alive, dynamic model”, additionally changing the “o” of Photo voltaic within the wordmark. All through the branding, the typeface Photo voltaic Sans – “a neo grotesque archetype, with geometric touches”, in line with the studio – is used throughout gentle, common and medium weights.
Ogden explains that the model was constructed from a digital-first lens and is an instance of how Justified’s group combines technique, design and know-how in its work.
“The visible model output wouldn’t have been realised with out the strategic framework, and the digital platform wouldn’t have been constructed the way in which it had with out the visible design parameters. We wanted all three elements of our studio to work collectively to redefine the entire of the corporate”, he says.
Svea Photo voltaic’s digital platform permits prospects to trace not simply power consumption however info akin to the ability technology of every particular person photo voltaic panel, the share of power independence from the nationwide grid and the way a lot extra power may very well be bought.
For this platform, Ogden explains {that a} versatile element system was constructed following the necessities of Svea Photo voltaic’s advertising and product groups however that additionally “had the power to develop with the corporate’s wants”. The technical stack included React, Subsequent.js, Chakra UI with “a really usable Sanity CMS”, in line with the studio.
The power to customized design and construct areas of web site and product “with out limitations from each design and performance”, offered an “alternative to create a design system that elevated the cliched expertise of the power sector, making a slick, practical however nonetheless branded expertise throughout all contact factors”, he provides.
Commenting on the challenge, Nolan Grey, CMO and co-founder of Svea Photo voltaic says “We aren’t solely updating Svea Photo voltaic’s id, in a means we give the entire power trade a brand new face. We breathe a brand new life into an outdated trade with the intention of getting individuals to behave and shift to renewable power.
“The power challenge has lengthy been characterised by low curiosity, however that is one thing that Svea Photo voltaic is right here to vary”.
After the model engagement began in 2020 and the brand new brand was launched, the brand new branding has now been rolled out throughout all touchpoints together with the platform, app and throughout Svea Photo voltaic’s workplaces.
