Solar Victoria
Putting the power of the
sun into Victorian hands.
Brand research
Strategic brand review
Brand concept
Photography
Brand systems
Key messaging
Brand research
Strategic brand review
Brand concept
Photography
Brand systems
Key messaging
Powering one million Victorian homes and cutting 4 million tonnes of carbon emissions in ten years
Brand refresh for the Victorian Government agency responsible for delivering one of the most ambitious and transformative renewable energy programs in Australia. Over 10 years, the Solar Homes Program’s goal is for over one million Victorian homes to be powered by renewable energy – cutting carbon emissions by almost four million tonnes (the same as taking one million cars off the road).
Solar Victoria wanted to review their look and feel to ensure it was aligned with their new strategic plan, and clearly communicated to their key benefits to customers – that the Program can help Victorians save on their energy bills, tackle climate change and build a more sustainable future.
Listening to customers
We ran a series of focus groups with audiences to test the new Solar Victoria brand vision. This confirmed that the values of affordable, reliable, clean energy both now and into the future resonated and was appealing to customers. However, it also revealed an opportunity to build on Solar Victoria’s brand strengths to make the brand clearer, fresher and more engaging.
Brand architecture
We worked with the Solar Victoria team to articulate a clear structure for the brand architecture – creating a systematic hierarchy for the Masterbrand, its programs, and the rebates which flow under each program.
A templated
government brand
A customer-centric
government brand
Transforming the brand language
We helped to transform the brand language from a templated government brand to a customer-centric government brand.
Creating genuinely ownable images
We developed a suite of genuinely ownable customer-centric brand images, which help to tell the story of Victorians having the power of the sun in their hands.
Giving key messages a lift
It was important for Solar Victoria to speak clearly and succinctly in a marketplace which is crowded with confusing technical language and terminology. We developed a tone of voice and messaging style which was friendly, approachable and focused on the key benefits to the customer.
Creating brand systems
We developed a flexible brand system, tying together colour photography and messaging to present Solar Victoria’s rebate streams in a unified way – as one brand with multiple products.
Reinvigorating a brand character
We worked with the Solar Victoria team to refine their Mascot ‘Sol’ – a personality driven device to help convey short, sharp brand benefits.
Reinvigorating a brand character
We worked with the Solar Victoria team to refine their Mascot ‘Sol’ – a personality driven device to help convey short, sharp brand benefits.
Documenting the brand
Built for consistency, the Solar Victoria brand was then documented across an interactive style guide – helping to ensure its ongoing success across all platforms.
