Launching a solar brand
TRANSFORMING A SOLAR MOUNTING INSTALLATION COMPANY TO AN ENERGY TRANSITION BRAND
Solar power has become one of the lowest-cost sources of electricity in most parts of the world, yet only a small portion of today’s residential buildings in the United States and Europe are powered by rooftop solar. To increase residential solar penetration, there is a need to install solar panels on a variety of roof materials and configurations, at scale.
Enter Esdec - a business backed by Blackstone that helps the installation of solar panels.
Their product set? Metal clamps, hooks and rails. Unsexy. Even boring, most would agree.
But fundamental.
Just the way the TV doesn’t stay on the wall without the mount, whilst racking is probably the smallest (and least glamorous) component of the solar stack, it's literally what holds everything together.
The ambition: Create a brand that’s seen as the front door to solar for the installer world.
The challenge: Take them from screws to the sun.
And that’s where the inspiration came from: The sun.
THE BRAND TRANSFORMATION STORY: FROM ESDEC TO ENSTALL
The Sun is accessible to everyone. It can power humanity cleanly, cheaply and securely. But capturing its power, that’s another thing entirely.
And speaking on behalf of our planet, we understand time is of the essence.
So we built a brand that believed in bringing solar to the world, sooner. No longer a mounting systems provider but an energy transition partner.
A brand that makes installing solar panels blissfully simple, by removing headaches, time thieves, and red tape with a magic combo of engineering, software and service. A brand that connects together its acquisitions into one coherent family.
A new kind of energy brand - smart, down to earth, good, and of the people. Started from installers, now for installers.
That knows while it’s contributing one small piece to energy transition, it’s a mighty piece.
A brand that looks up to the roof and sees a sunnier future. A brand that represents the warmth of the sun.
BRINGING IT TO LIFE
Brand strategy, Naming, Visual Identity, Brand Guidelines, Brand Comms & Activations, Go-to-Market Strategy, Website Design, Comms & Experience Planning
The name: Enstall
A derivative of the word ‘install’ combined with ‘En’ cuing energy. It speaks to the businesses’ core technical expertise and heartland - installation. And also, nods to their small but mighty role in the energy transition.
The brand platform idea: Solar, sooner.
Clear, conversational and down to earth. Urgent but warm. Long term relevance (not just a launch message).
The design strategy: Progressive light power
How do you rebrand a solar panel clip? By celebrating the space between light, dark, shadows, and shines, and building a visual language that echoes the personality, precision and technicality of their business. Our colour palette was derived from two key pillars of their business - sustainability and solar. Bright oranges, yellow and greens clash against the darker forest green creating enchanting contrasts.
THE RESULT
Esdec Solar Group is transformed to Enstall and IPO ready commanding a $5 Billion valuation!!!
